NFL and Advertising Alcohol 


How Dry I Am: Why the Super Bowl Will Remain Liquor-Free

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If the NFL's recent decision to lift its longstanding ban on liquor advertisements is likely to make the upcoming season a slightly more bibulous affair, football fans shouldn't expect to see the hard stuff on the Super Bowl menu any time soon.


As much as the NFL's media partners welcome the chance to usher in an untapped category, liquor marketers effectively will be shut out of Super Bowl LII and LIII. The league hasn't issued any restrictions on Super Sunday spirits ads, but Anheuser-Busch's existing deals with NBC and CBS grant it exclusivity in the alcohol category during the Big Game.


Insiders say that the first Super Bowl that may feature in-game liquor advertising is Super Bowl LIV, which is set to air on Fox in February 2020. Fox's category-exclusivity arrangement with Anheuser-Busch expired when the final gun sounded in this year's Patriots-Falcons game.


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