What: Nick Kelly, Head of US Sports Marketing at Anheuser-Busch InBev is the most recent addition to Portada’s Sports Marketing Board. He will take the Portada NY stage on September 12 to discuss sports marketing’s imminent issues.
Why it matters: Sports marketing has grown to a great extent in the last years. Nick Kelly is one of the brilliant speakers that will share their expertise with Portada NY attendees at the Westin Times Square.
Nick Kelly first arrived at Anheuser-Busch in 2014. Back then he filled the role of Director of Experiential Marketing, Sports. As such, he learned a great deal about effective ways to use sports properties. The task wasn’t easy: he had to drive the growth of sports fans’ loyalty and love for A-B’s brands.
However, Kelly was no amateur. By the time he began at A-B, he already had 2 and a half years of experience at NASCAR under his belt. As Marketing and Communications Lead, he developed a strategy that helped increase family ticket-sales by 300%. Moreover, he played a key role in the negotiations that secured important partnership closings and renewals.
Therefore, he was ready to deal with whatever challenges A-B had for him in 2015. The company renegotiated 70 of its 88 domestic team sponsorships within his first 18 months on the job, and renewed deals with the NBA and NFL.
A bit later, in 2017, Nick Kelly was bringing a whole new perspective to experiential marketing. A-B’s way of engaging with consumers was completely evolving. About that, he told Portada: “A-B has drastically shifted its model for how to activate sports. We’ve taken a hard pivot from being present to actually having a meaning.”
Kelly had a chance to really prove that in 2018. By then, A-B had promoted him to Head of U.S. Sports Marketing. Budweiser was the FIFA World Cup’s official beer, which meant the best possible opportunity to raise awareness of the brand across the world. Thus, A-B put together a big global campaign to make sure everyone had “a bud” on one hand while watching the tournament.
We’ve taken a hard pivot from being present to actually having a meaning.
Learn From Nick Kelly Live
Portada is thrilled to welcome Nick Kelly to the Sports Marketing Board. This unit of Portada’s Council System will hold its next in-person meeting at Portada Los Angeles, at the Grand Sheraton Hotel. Attendees will have a chance to listen first-hand to all the brilliant speakers of the list. Also, there’ll be plenty of networking opportunities.