It creates a bit of the contemporary lifestyle that we think Budweiser can bring to the Olympic Games.
If you can have Molly Sims, the Sports Illustrated swimsuit issue and a Budweiser on display, I think that should nail us the 21- to 34-year-old. It's ideal.
The NFL is a strong sport and a strong marketing asset these days.
You want to find more and more of the one-on-one kind of marketing approaches - much more close, intimate to the consumer. These subtle passions you try to reach out to.
It's not our initiative to help grow the sport where it's underdeveloped.
There are beer consumers who are passionate about skiing, snowboarding. They don't have the numbers that the NFL does, but their enthusiasm is just as passionate.
Younger people go to the Internet so automatically, they're ahead of the marketer. We have to think of new ways to reach them.
The Cubs approached us with this opportunity, and it seemed to us a unique way to improve our presence in Chicago.
Our overall sponsorship, advertising and promotional investment in the NFL is significantly better than the competition, and we're disappointed that the NFL chose to go in a different direction.
It's more of a mix, so you don't get lost in all the clutter of all the choices.
