The NFL season is back and we’re ready! Bring on #TNF, all the chicken wings you can eat, Carrie Underwood, beer specials, and glorious fall weather. But what if football enthusiasts now had a ‘Touchdown Glass’ that lights up after each touchdown? We think most would agree that the 2017-2018 NFL season would be everything. Well, wait no longer, it is here. The Bud Light ‘Touchdown Glass’ was distributed to fans at the NFL season opener between the New England Patriots and Kansas City Chiefs at Gillete Stadium. The ‘Touchdown Glass’ lit up blue after a New England Patriots scored and unveiled the Super Bowl LI banner. The illuminated glasses are currently only available in the New England Patriots, San Francisco 49ers, Denver Broncos, Indianapolis Colts, New York Giants & Jets and the Oakland Raiders. “We wanted to test it with a few team partners to understand consumer experience and fan demand. Our hope is we can expand the program going forward for future seasons and incorporate with all our team partners,” said the director of NFL marketing for Bud Light. Sports sponsorship is huge in experiential marketing; it is a perfect event to create experiences for consumers inside the stadium, outside the stadium, and in living rooms. “We want to create experiences in which beer drinkers become our media outlets. If you have a good time consuming our products and experiences, you share it.” Let the anticipation begin…it’s football season!