During the 2021 season, Taylor Heinicke, the Washington Football Team’s Quarterback (now known as the Washington Commanders), became an American football sensation.

Everyone on social media was talking about his meteoric rise and his unique name—a wide-open opportunity for one beer brand to secure an endorsement deal. But after getting radio silence from ‘that other beer brand,’ Bud Light—the official beer sponsor of the NFL and a brand to never shy away from some fun—was quick to hijack the moment.

So, how did Bud Light close a sponsorship deal with one of the most promising American Football players, with a tweet?

Bud Light responded to Heinicke’s plea with a ‘Ready and waiting’ tweet within 30 minutes of media sharing the press conference clip, resulting in over 4,000 likes and 500 retweets in a matter of minutes. Then, just 48 hours later, Bud Light officially signed Heinicke to its NFL Roster, introducing “Bud Lighticke” to the world.

The brand and Heinicke put out a series of content across their social media platforms to drive and amplify conversation around the new partnership.

The official announcement came via Heinicke’s personal Instagram account featuring a personalized #BudLighticke pack of product that was designed for partner teams and athletes ahead of the 2021 season and copy that read: “With a name like Heinicke, there’s only one beer that it makes sense to partner with…”

This content was shared across brand platforms, letting fans know that Heinickle should be called ‘Taylor #BudLighticke from now on.’ And, thus, a new legend was born. Washington fans and media alike immediately celebrated their quarterback’s new nickname and Bud Light’s fast action, earning 159 million media impressions and 1.1 million digital impressions in just a matter of days (with 99% overall positive sentiment), demonstrating fans’ love and loyalty for the brand—with fans sporting homemade #BudLighticke jerseys at games!

Overall, Bud Light’s quick action further cemented itself as the brand that’s there whenever and wherever there are fans, sports, and good times to be had.