Anheuser-Busch InBev needed to evaluate its current US partnership portfolio and identify whether there are sports or entertainment properties across the country that would yield strong partnership opportunities that they had previously overlooked. Navigate designed custom primary research across all of A-B’s priority U.S. markets to understand how passion points differ across markets as it relates to sports, music, food, travel, outdoor activities, and more. We then paired the primary research results with secondary research and internal A-B data to create a sponsorship priority scorecard for sports and entertainment properties in each market.


A-B used Navigate’s scorecard and consulting to develop a five year sponsorship game plans for each market. Once the strategies were established, A-B used Navigate’s research to generate buy-in for the local strategies from regional heads and distributors.