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2015-09-17 15:00
Bloomberg

Sports Seen Having Less Beer Money If AB InBev Buys SABMiller

Carlos Brito, chief executive of Anheuser-Busch InBev, poses for photographer prior to a news conference in Leuven in this file photo from February 26, 2015. Anheuser-Busch InBev has approached rival SABMiller about a takeover that would form a brewing colossus which makes around a third of the beer consumed globally. Eric Vidal (Reuters / Scanpix)
Carlos Brito, chief executive of Anheuser-Busch InBev, poses for photographer prior to a news conference in Leuven in this file photo from February 26, 2015. Anheuser-Busch InBev has approached rival SABMiller about a takeover that would form a brewing colossus which makes around a third of the beer consumed globally. Eric Vidal (Reuters / Scanpix)
Professional sports leagues, teams and broadcasters can no longer get drunk on beer -- or at least count on the hundreds of millions of dollars brewers have lavished on branding each year.

Anheuser-Busch InBev NV‘s proposed purchase of SABMiller Plc would result in the company controlling about half of the industry‘s profits, giving it more money and less competition in sponsorship negotiations. That concentrated pricing power will drive down beer spending, which ranks among the sports market‘s most lucrative categories.

„You can‘t rely on beer anymore,“ said Tony Ponturo, a former vice president of sports marketing at Anheuser-Busch.

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