Bud Light Kicks Off NFL Football Season with Team-Themed Packaging

Refreshed limited-edition “Kickoff Beers” packaging with an NFT tie-in helps fans get hyped for the season.

Posted by Staff

August 30, 2022

Are you ready for some football? Bud Light is, noting that nothing embodies the excitement of a new NFL football season better than that first beer.

Which helps explain why the brand —the official beer sponsor of the NFL and the #1 best-selling beer brand in America — that has become synonymous with football has a game-day plan for fans across the US.

"We're helping fans everywhere start the season right, bringing to life the magical sound of a crisp Bud Light being opened and kickstarting the best time of year," says Alissa Heinerscheid, VP of marketing for Bud Light.

To kick off the NFL season and excite fans no matter where they are and what team they support, Bud Light is bringing the harmonious sound of Bud Light being cracked open to life with "Kickoff Beers." Featuring NFL stars Travis Kelce and George Kittle, "Kickoff Beers" remixes an iconic NFL theme song using the opening sound of a Bud Light can.

Bud Light is also bringing "Kickoff Beers" to Hard Rock Stadium during opening weekend. Prior to the Miami Dolphins vs. New England Patriot kick-off, one lucky fan will “crack open the season” with an inaugural toast of Bud Light in front of fellow fans.


A universal fan can is part of the Kickoff Beers game-day lineup.

Limited-edition Bud Light NFL packaging returns.

Bud Light is once again helping 21+ fans rep their favorite team with the return of its limited-edition NFL team packaging that honors 24 teams and their fans' respective rally cries and cheers. The new packaging also includes a "For the Fans" pack to rally fans no matter which team they call cheer on.

The new Bud Light limited-edition packaging will be available nationally wherever Bud Light is sold starting August 30.

But what’s a full-throttle program without the metaverse?

In partnership with the NFL, Bud Light is launching "Bud Light x NFL Ultimate Fandom," a new non-fungible token (NFT) collection that provides diehard fans an opportunity to engage with Bud Light and their favorite team at a whole new level. Each collectible is designed to replicate Bud Light's limited-edition NFL packaging across all 32 teams in a digital world. Owning one of the new "Bud Light x NFL Ultimate Fandom" digital collectibles will automatically unlock entry into a survivor “pick'em” tournament where fans can compete to win prizes including NFL jerseys, a year's worth of beer, and tickets to Super Bowl LVII. The new collection will go on sale later this season, but 21+ NFL fans can sign up now to learn more about it at: budlight.com/nft.

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