DRAFT Magazine

When InBev bought Anheuser-Busch last year, assurances were made that Budweiser’s massive sports marketing budget ($300 million or so) wouldn’t be imperiled.

Maybe they just meant in 2008. On Monday, Anheuser-Busch stunned the auto racing world, not only by yanking its 30-year run with Kenny Bernstein Racing’s NHRA team but by also announcing it will no longer be the official beer sponsor of the NHRA.

Budweiser’s pact with Bernstein’s squad (the Funny Car king himself left drag racing earlier this decade and was replaced by his son, Bernard) was the longest in auto racing. When it was inaugurated, Jimmy Carter was still President of the United States. ESPN had just been launched.

When questioned last year about InBev’s commitment to sports marketing, A-B sports marketing executive Tony Ponturo said, ”I think we’re going to stay very aggressive. Sports has worked for us.”      

The longtime A-B executive is now history, along with the two sponsorships. The Belgian brewer is putting its stamp on the U.S. sports market — and it’s a real drag.