BrandDunk

Branding the World of Sports

Budweiser gives up rooftop overlooking Wrigley

Posted by ZA on April 19, 2009

If you ask someone to name the brands most associated with Wrigley Field, that person would undoubtedly include Budweiser on their list.  That is because for years the King of Beers has been positioned in a prime location just across the street from Wrigley.  The iconic, red Budweiser sign was visible in the background of many photographs of the bleachers at Wrigley.  It has become part of the experience of attending a Cubbies home game.  Until now…

Anheuser-Busch decided to not renew the sign for the 2009 season.  A-B says they have sufficient signage within Wrigley Field that they no longer need the rooftop sign.  The Budweiser rooftop has been replaced with an advertising for Horseshoe Casino.  Me thinks this probably has something to “bitter contract dispute” that occurred between A-B and the building’s owner last fall.  Which needed a temporary restraining order from a Chicago judge to prevent the building owner from covering the Budweiser billboard during the Cubs playoffs run.

Advertising comes and goes.  Billboards are constantly being replaced.  So what is the big deal about this story?  I feel like the Budweiser rooftop belonged in the brand hall of fame.  It was an original idea that stood above the rest for decades.  It wasn’t so much an advertisement for beer as it was a part of the game day experience.  It will always rank as one of the top sports related branding vehicles in the history of advertising.

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