AB InBev Global Sponsorship Optimization

For AB InBev, Octagon aggregated sponsorship rights investment data into one central location for senior management to review in order to quickly identify marketing spend and potential inefficiencies on a global level.

AB InBev's Challenge

AB InBev engaged Octagon to implement an annual global audit of its sports & entertainment assets to provide oversight of rights fees spend by market and brand across all sponsorship platforms.


Octagon dedicated a manager in AB InBev headquarters aligned with sponsorship rights owners in 10+ key AB InBev markets/regions.

An annual Q4 global audit of sponsorship investments identified rights fees and corresponding leverage/activation spend, interpreting the data to communicate “annual commitment” and “full-term specifics” by market, brand and property type.


The process yielded a centralized “Audit Dashboard” that communicates sponsorship investment position from a global and market-by-market standpoint. 

The audit also enabled mid/long-term investment planning across 18+ beer brands, and provided an accessible breakdown of contract renewal commitments and timelines.

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