After its 15-9 win this Sunday against the Dallas Renegades, the XFL’s St. Louis Battlehawks broke out the bubbly to celebrate its first victory in the newly revived football league. In place of the traditional Champagne, however, the players drank hard seltzer.
In a video posted to its Twitter page, the Battlehawks’ backup quarterback Nick Fitzgerald can be seen biting into a can of Bud Light Seltzer during the post-game celebrations. Meanwhile, the team’s other backup quarterback, Taylor Heinicke, chugs two cans, one in each hand. (Any comments on his form, Steve Austin?)
Victories taste better with SELTZER.
— St. Louis BattleHawks (@XFLBattleHawks) February 10, 2020
While the Dallas Renegades proudly display their Bud Light sponsorship on their helmets, Bud Light’s parent company Anheuser-Busch InBev is also a league sponsor. By providing the drinks all around, the brewing behemoth ensured it would come out of Sunday’s matchup on top, regardless of the result.
Hard seltzer companies have recently gone all-in with marketing to football fans, including Truly’s #TrulyAndRally campaign, and Bud Light Seltzer’s clever Super Bowl ad. With the new XFL season just beginning, there will be plenty of opportunities to come.