For the first time since becoming an NBA sponsor in 1998, Anheuser-Busch InBev is allowed to use active athletes in commercials, versus what had been the norm of featuring only retired players and
coaches in alcohol marketing. "Deck The Shelves
With NBA Elves: Drink Water
" shows the players dressed in elf versions of their respective NBA team and encourages viewers to drink water between rounds of alcohol. Support includes digital and
social media. The NFL still prohibits showing active players in alcohol marketing. Budweiser is expected to roll out marketing with active MLB players this coming season.
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