CHICAGOLAWBULLETIN.COM TUESDAY, JUNE 12, 2018 ® Volume 164, No. 114 Serving Chicago’s legal community for 163 years Anheuser-Busch ready to play new sponsorship game here’s an innovative ship deal under the new model, new sports sponsor - whether with a team or a league, ship model in town SPORTS MARKETING PLAYBOOK will provide a base compensation that promises to amount with larger investments shake up the industry, to be paid by the company when Tcourtesy of beer giant Anheuser- certain metrics are achieved. Busch. For example, a team’s playoff Based on incentives tied to the appearance or a boost in atten - performances of team and league DOUGLAS N. M ASTERS dance could trigger additional partners, as well as on consumer AND SETH A. R OSE cash from Anheuser-Busch, behavior, the new “pay for per - while the launch of a new digital formance” model aims to ad - platform that engages fans and dress marketing challenges, Douglas N. Masters is a partner at Loeb & Loeb LLP, where he litigates and increases awareness of the com - including the impact of flagging counsels clients primarily in intellectual property, advertising and unfair pany’s brands might be rewarded live attendance and falling televi - competition. He is co-chair of the firm’s intellectual property protection group and with even more sponsorship sion ratings, resulting from the he can be reached at
[email protected]. Seth A. Rose is a partner at the firm, money. changing ways fans watch sports where he counsels clients on programs and initiatives in advertising, marketing, The company plans to work in the age of social media.