Bud Light has announced that Grammy-nominated country singer/songwriter Zach Bryan will kick off the brand’s 2024 Bud Light Backyard Tour with a performance in Las Vegas during Super Bowl weekend.
On Friday, Feb. 9, Bryan will open Bud Light’s Super Bowl festivities with a performance at The Chelsea at The Cosmopolitan of Las Vegas.
Billed as “The Bud Light Backyard Tour Presents Zach Bryan,” the partnership will also include an integration with nonprofit organization Folds of Honor, which provides educational scholarships to family members of fallen or disabled service members and first responders -- a cause close to Bryan, who is from a military family and was an active duty member of the U.S. Navy for eight years.
Bud Light Vice President of Marketing Todd Allen added that the moment marked a “return to our country music roots,” while celebrating Bryan as an artist “known for connecting with and bringing fans together,” seemingly echoing statements made by parent company ABInBev about the focus it would take with Bud Light’s marketing investments.
Notably, Bryan was a voice of reason in his corner of the music world earlier this year during a cycle of manufactured outrage by far-right influencers in response to a limited Bud Light social media engagement with trans influencer Dylan Mulvaney. Critical of the bigoted rhetoric he saw from fellow country artists online toward trans people, Bryan tweeted, in part, “I just think insulting transgender people is completely wrong because we live in a country where we can all just be who we want to be.”
Bryan’s performance will kick off the second year of the Bud Light Backyard Tour, and follows a series of concerts this summer, as well as a college edition of the tour which launched at the beginning of September and runs through Nov. 24.