Guest of the League
One and Done - FFL: Week 4 | NFL: Superbowl

Budweiser joins Coke, Pepsi brands in sitting out Super Bowl

Mon Jan 25 7:01am ET
AP Business Writers

NEW YORK (AP) For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn't advertising its iconic Budweiser brand during the Super Bowl. Instead, it's donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.

Anheuser-Busch still has four minutes of advertising during the game for its other brands including Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer. Those are some of its hottest sellers, particularly among younger viewers.

But the decision to not do an anthemic Budweiser ad - which over nearly four decades has made American icons of frogs chirping ''Budweiser,'' guys screaming ''Whassup!'', and of course the Budweiser Clydesdales - showcases the caution with which some advertisers are approaching the first COVID-era Super Bowl.

''We have a pandemic that is casting a pall over just about everything,'' said Paul Argenti, Dartmouth College professor of corporate communication. ''It's hard to feel the exuberance and excitement people normally would.''

The Anheuser-Busch move follows a similar announcement from PepsiCo., which won't advertising its biggest brand, Pepsi, in order to focus on its sponsorship of the the halftime show. (It will be advertising Mountain Dew and Frito-Lay products). Other veteran Super Bowl advertisers like Coke, Audi and Avocados from Mexico are sitting out the game altogether.

These big-brand absences are just one more way Super Bowl LV will look very different from previous years. Attendance at the game will be limited to 22,000 people, about a third of the more than 65,890 capacity of Raymond James Stadium in Tampa, Florida. And Super Bowl parties will be more likely to be smaller affairs with pods or families.

''I think the advertisers are correctly picking up on this being a riskier year for the Super Bowl,'' said Charles Taylor, marketing professor at Villanova University. ''With COVID and economic uncertainty, people aren't necessarily in the best mood to begin with. There's a risk associated with messages that are potentially too light. ... At the same time, there's risk associated with doing anything too somber.''

The pandemic has cut sharply into sales for many Super Bowl advertisers. With pricey ads costing an estimated $5.5 million for 30 seconds during the Feb. 7 broadcast on CBS, some may have decided it's not worth it this year. Coca-Cola, for example, has been hard hit since half of its sales come from stadiums, movie theaters and other usually crowded places that have been closed during the pandemic. It announced layoffs in December, and said it said it wouldn't advertise this year to ensure it's ''investing in the right resources during these unprecedented times.''

To fill the void, newcomers like the TikTok rival Triller, online freelance marketplace Fiverr and online car seller Vroom are rushing in to take their place. Returning brands include M&M's, Pringles, Toyota and others.

Companies that are running ads this year face a number of challenges. Super Bowl ads are usually developed months in advance and shot in the fall, meaning that ads airing in two weeks were shot under costly pandemic conditions and without any idea how the presidential election would turn out. That further complicates the already delicate process of striking a tone that acknowledges what's happening with the world, managing to either entertain or tug at viewer heartstrings, and finding a way to tie it all back to their brand.

''It's a tough year to do an ad,'' Argenti said. ''It will be a good year for creative companies who figure out how to thread that needle.''

Monica Rustgi, Budweiser's vice president of marketing, said the brand is still calculating how much it will spend on vaccine awareness. But she said it will be a ''multi-million dollar'' commitment that includes donating airtime throughout this year for the nonprofit the Ad Council and COVID Collaborative's COVID-19 Vaccine Education Initiative.

Budweiser will still have a marketing presence around the big game. Starting Monday, the brand will air an ad that celebrates resilience during the pandemic, including a socially distanced birthday parade and athletes in Black Lives Matter jerseys. The ad, narrated by actress and director Rashida Jones, ends with health care workers getting vaccinated and talks about Budweiser's donation.

In the era of social media and digital advertising, brands aren't limited to running ads during one event, since consumers can see them online, everywhere from Facebook and Twitter to YouTube, Budweiser's Rustgi said. Budweiser's Super Bowl step-back also won't be long-term, she said.

''The Super Bowl is the most popular sports event, aside from the World Cup, that anybody is going to see,'' added Dartmouth's Argenti. ''An event that draws that many people to the advertising is never going to go away.''

Player Notes
Josh Allen Jan 24 10:33pm ET

Buffalo Bills QB Josh Allen completed 28 of his 48 passes for 287 yards, two touchdowns and an interception and rushed seven times for 88 yards in a 38-24 loss to the Kansas City Chiefs in the AFC Championship Game Sunday, Jan. 24. RB Devin Singletary was bottled up, rushing for 17 yards and six carries and gaining nine yards on two catches. WR Cole Beasley had seven grabs for 88 yards, WR Stefon Diggs had six receptions on 11 targets for 77 yards, and TE Dawson Knox caught six balls for 42 yards and a touchdown. WR Isaiah McKenzie caught a six-yard touchdown pass on his only reception, and RB T.J. Yeldon had seven touches for 56 total yards. S Jordan Poyer led the defense with eight tackles, including six solo stops.

From TheHuddle

Tyreek Hill Jan 24 10:30pm ET

Kansas City Chiefs wide receiver Tyreek Hill put together another strong performance on Sunday versus the Buffalo Bills in the AFC Championship Game. Hill caught nine of his 11 targets for a team high 172 yards against the Buffalo Bills in the AFC Championship Game. Hill wasn't able to get a touchdown in this contest, but he was dominant nonetheless. Hill has had a phenomenal season and he will look to keep that going versus a tough Tampa Bay Buccaneers Defense in Super Bowl 55. He remains one of the best at his position and will be a top option for those participating in DFS.

From RotoBaller

Patrick Mahomes Jan 24 10:23pm ET

Kansas City Chiefs QB Patrick Mahomes completed 29 of his 38 passes for 325 yards and three touchdowns in a 38-24 win over the Buffalo Bills in the AFC Championship Game Sunday, Jan. 24. WR Tyreek Hill had nine catches for 172 yards, and TE Travis Kelce had 13 receptions for 118 yards and two touchdowns. WR Mecole Hardman had two catches for four yards and a score to go along with a 50-yard run and a lost fumble on special teams. RB Darrel Williams rushed 13 times for 52 yards and a touchdown and added one catch for nine yards. Clyde Edwards-Helaire had six carries for seven yards and a score. LB Frank Clark recorded a pair of sacks, and S Juan Thornhill broke up four passes.

From TheHuddle

Clyde Edwards-Helaire Jan 24 10:20pm ET

Kansas City Chiefs running back Clyde Edwards-Helaire scored a touchdown in his return to action versus the Buffalo Bills in the AFC Championship Game. The rookie player a minor role on Sunday with Darrel Williams being the featured back and Le'Veon Bell (knee) inactive. CEH picked up just seven yards on six carries and caught one of his two targets for zero yards, but it was good to see him return to action for the first time since injuring his ankle and hip in Week 15. Edwards-Helaire will now have two weeks to rest up before facing a tough Tampa Bay Buccaneers Defense in the Super Bowl and he should be avoided in DFS for that contest.

From RotoBaller

Darrel Williams Jan 24 10:20pm ET

Kansas City Chiefs running Darrel Williams rushed the ball 13 times for 52 yards and a touchdown versus the Buffalo Bills in the AFC Championship Game. Williams has performed well with Clyde Edwards-Helaire sidelined, but the rookie returned on Sunday and figures to play a bigger role in the future. Williams will also have to compete with Le'Veon Bell (knee) who was inactive on Sunday and could return for the Super Bowl. The Chiefs are a pass heavy team and will face a tough Tampa Bay Buccaneers Defense Super Bowl 55. That will make Williams a risky option in DFS.

From RotoBaller

Patrick Mahomes Jan 24 10:20pm ET

Kansas City Chiefs quarterback Patrick Mahomes helped lead his two to their second consecutive Super Bowl with a victory against the Buffalo Bills in the AFC Championship Game. Mahomes was his usual self and completed 29 of his 38 pass attempts for 325 yards and three touchdowns. He also rushed the ball five times for five yards. Mahomes is now the only player in NFL history to reach three straight championship games before the age of 26 and will now go to his second straight Super Bowl. Mahomes is putting up legendary numbers in his young career and he will square off against Tom Brady and a tough Tampa Bay Buccaneers Defense for the chance to win his second Super Bowl ring in two weeks.

From RotoBaller

Travis Kelce Jan 24 10:20pm ET

Kansas City Chiefs tight end had a monster night versus the Buffalo Bills in the AFC Championship Game. Kelce has been setting all kinds of records this season and he has now jumped Rob Gronkowski for the most receiving yards in a season that includes the postseason for a tight end. Kelce had 13 catches on 15 targets for 118 yards and a pair of touchdowns. Kelce remains the top option with wide receiver Tyreek Hill for the Chiefs and he should be expected to play a big role in the Super Bowl versus the Tampa Bay Buccaneers. Kelce remains the top tight end option in the league and he will be one of the safer options in DFS.

From RotoBaller

Mecole Hardman Jan 24 10:20pm ET

Kansas City Chiefs wide receiver Mecole Hardman had himself a day versus the Buffalo Bills in the AFC Championship Game. Hardman had a rough start to the contest by dropping a punt that would lead to a Bills touchdown, but salvaged his day by catching two of his three targets for a 3-Yard touchdown and four total yards on the evening. He also picked up 50 yards on his lone carry. Hardman is an exciting player, but remains a shaky play for managers with the Chiefs having so many options on offense. Wide receiver Sammy Watkins (calf) also sat out this contest and his return would factor into Hardman's snap count. Hardman is always capable of breaking a big play and he will look to do that versus the Tampa Bay Buccaneers in Super Bowl 55.

From RotoBaller

Travis Kelce Jan 24 8:53pm ET

Kansas City Chiefs TE Travis Kelce went over 100 receiving yards in the third quarter of the AFC Championship Game against the Buffalo Bills. He became the first tight end in NFL history with five postseason games of 100 or more receiving yards.

From TheHuddle

Tampa Bay Buccaneers Jan 24 7:50pm ET

The Tampa Bay Buccaneers Defense played another strong game in a 31-26 win over the Green Bay Packers in the NFC Championship game. Tampa Bay sacked Aaron Rodgers five times, forcing one interception and a fumble in the huge win. The Buccaneers' pass rush was fueled by two players- linebacker Shaquil Barrett, who had three sacks and four quarterback hits, and defensive end Jason Pierre-Paul, who had two sacks. Rising star Devin White led the team in tackles with 15, as he was a thorn in the side of the Packers' offensive plans all game long. Tampa Bay's defense will have its hands full in the Super Bowl against either Patrick Mahomes or Josh Allen, though this unit is playing some excellent football at the right time.

From RotoBaller

Rob Gronkowski Jan 24 7:40pm ET

Tampa Bay Buccaneers tight end Rob Gronkowski caught just one pass for 29 yards in his team's 31-26 win over the Packers. Gronkowski went catch-less through three quarters before picking up 29 yards on a screen pass in the fourth quarter, setting up Tampa Bay for a field goal. The former Patriot has nearly been an every-down player for the Buccaneers in the playoffs but has done little as a pass-catcher, as he's taken a backseat to fellow tight end Cameron Brate. No stranger to the big game, Gronkowski will get a chance to redeem himself in the Super Bowl.

From RotoBaller

Cameron Brate Jan 24 7:40pm ET

Tampa Bay Buccaneers tight end Cameron Brate played a key role in another playoff victory for his team. Brate produced just 19 total yards, though he caught a third-quarter touchdown that helped extend the Buccaneers' lead to 28-10. The Harvard product exceeded 50 yards just once in the regular season but has accomplished the feat twice in Tampa Bay's three playoff wins. Tom Brady clearly has a trust for Brate as a pass-catcher, something that appears likely to continue as Tampa Bay prepares to be the first team to host and play in the Super Bowl.

From RotoBaller

Jordan Whitehead Jan 24 7:33pm ET

Tampa Bay Buccaneers S Jordan Whitehead (shoulder) suffered a shoulder injury in the second half of the NFC Championship Game against the Green Bay Packers. He will have two weeks to recover before Super Bowl LV.

From TheHuddle

Scott Miller Jan 24 7:30pm ET

Tampa Bay Buccaneers wide receiver Scotty Miller saw extended playing time with Antonio Brown (knee) sidelined and made the most of it. Miller caught two passes for 36 receiving yards and a touchdown in the NFC title game victory. He came up with a huge play at the very end of the first half, hauling in a 39-yard bomb from Tom Brady with just seconds left until halftime. Miller has shown a knack for making big plays when given the playing time, as he has three scores this year of 30 yards or more. His services may not be needed in the Super Bowl if Antonio Brown (knee) is healthy.

From RotoBaller

Chris Godwin Jan 24 7:20pm ET

Tampa Bay Buccaneers wide receiver Chris Godwin enjoyed a strong game in Sunday's NFC title game win over Green Bay. Godwin hauled in five of a team-high nine targets for 110 receiving yards. He came up with a huge, 52-yard grab that led to a Leonard Fournette touchdown in the first half. Godwin has exceeded 70 receiving yards in four of his last five contests and has led the Buccaneers in targets in each of their three playoff wins. While Antonio Brown (knee) will have a good chance of returning in time for the Super Bowl, Godwin should remain Brady's top target for the big game in Tampa Bay.

From RotoBaller

Ronald Jones II Jan 24 7:10pm ET

Tampa Bay Buccaneers running back Ronald Jones II was stifled by the Green Bay defense, though his team will still be advancing to the Super Bowl. Jones carried the ball 10 times but produced just 16 yards, as he failed to find any room to run on the Packers' front. He's taken a backseat to Leonard Fournette during the playoffs, though the coaching staff seems committed to keeping this backfield as somewhat of a split. Jones should be well-positioned for a bounce-back performance in the Super Bowl regardless of opponent, as both the Bills and Chiefs have had their struggles stopping the run.

From RotoBaller

Mike Evans Jan 24 7:10pm ET

Tampa Bay Buccaneers wide receiver Mike Evans caught three of eight targets for 51 yards and a touchdown. Most of Evans' production came in the first half, as he found himself free of Jaire Alexander's coverage on the first series of the game. He beat corner Kevin King in the end zone for a score, his 15th total touchdown of the season- including the playoffs. He did struggle with some drops, though he'll get a chance to rectify that in the Super Bowl. Tampa Bay will await the winner of the Chiefs-Bills game.

From RotoBaller

Robert Tonyan Jan 24 7:00pm ET

Green Bay Packers tight end Robert Tonyan caught four passes for only 22 yards in the team's 31-26 loss to the Buccaneers in the NFC Championship Game. Tonyan led the NFL in the regular season, among tight ends, with 11 touchdowns but was held in check in this game. The Packers tried to get Tonyan on the run with some bootleg passes but the Buccaneers did an excellent job tackling on the edges. The 26-year-old enjoyed a breakout campaign but could be over-valued heading into the offseason due to touchdown-regression next season.

From RotoBaller

Leonard Fournette Jan 24 7:00pm ET

Tampa Bay Buccaneers running back Leonard Fournette carried the ball 12 times for 55 rushing yards and a touchdown in a 31-26 win over the Packers. Fournette added five catches for 19 yards. The star back delivered a highlight-reel touchdown in the first half, bouncing a run to the outside and pulling off an impressive spin move en route to the end zone. He's been very productive for Tampa Bay during their playoff run- averaging 20.7 touches and 104.3 scrimmage yards per game along with three scores in three contests. Fournette should continue to operate as the 1a to Ronald Jones II's 1b when Tampa Bay plays in the Super Bowl.

From RotoBaller

Allen Lazard Jan 24 7:00pm ET

Green Bay Packers wide receiver Allen Lazard caught three passes for 62 yards in the team's 31-26 loss to the Buccaneers in the NFC Championship Game. Lazard saw six targets in the game and made some nice contributions as the Packers played from behind most of the game. Lazard got off to a solid start this season but injuries prevented him from taking his game to another level. The 25-year-old finished the regular season with 33 receptions for 451 yards with three touchdowns. But the Packers head into the offseason still looking for a true complementary receiver to produce alongside star receiver Davante Adams. Whether Lazard can step into that role will depend on his development during the offseason.

From RotoBaller