The Heinicke Deal

During the 2021 season, Washington Commanders quarterback Taylor Heinicke became an NFL sensation. Everyone was talking about his meteoric rise and unique name, presenting an opportunity for a certain beer brand to land an endorsement deal. But after getting silence from that beer brand, Bud Light – the official beer sponsor of the NFL – was quick to hijack the moment. The brand tweeted Heinicke to say it was ready and waiting, and signed him within 48 hours, before introducing BudLighticke. The two sides created social media content announcing the deal, using Heinicke's following to increase engagement.