NEW GAME IN TOWN.

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    • Abstract:
      The article focuses on the incentive-laden sponsorship model rolled out by beverage and brewing company Anheuser-Busch InBev to some of the professional sports teams it sponsors that represent a change in sports sponsorships. Topics discussed are the aging of television sports audiences and decline in television viewership and venue attendance, challenge for brand builders to grab consumers' attention, and demand of marketers for more access to content and fan experiences.