Budweiser ‘United’ with ABC on reality show

Anheuser-Busch behind FreemantleMedia-produced skein

Anheuser-Busch InBev has inked a deal with ABC to air the reality show “Bud United presents: The Big Time” in January.

FreemantleMedia is producing the Budweiser-branded entertainment project that will unspool over seven episodes and revolve around a young group of hopefuls looking to win their chance to compete in their favorite sport, cook alongside a professional chef or get their chance to perform in concert.

Series bows Jan. 21 and airs each following Saturday.

Evan Weinstein, co-executive producer of “The Amazing Race” and @radical.media (who has created other branded entertainment projects for Nike, Sony, Intel and IBM) are producing the series, with FreemantleMedia Enterprises distributing the show worldwide. Budweiser brokered the deal with ESPN who took the show to ABC.

Budweiser cast the show by choosing from candidates who sent videos to the Budweiser page on social media sites like Facebook and China’s Renren, demonstrating their passions for basketball, baseball, soccer, racing, music and fashion.

Twenty-one contestants will compete over the series’ run with each episode focusing on a set of three fans vying for their shot at racing against other professional racecar drivers; playing for a soccer team, pitching for a professional baseball team or performing on a concert stage, for example.

Contestants were coached and mentored by celebrities and professionals including racing legends Richard Childress and Kevin Harvick, USA soccer star Alex Morgan, baseball coach Tom House and chef Hubert Keller, among others.

Budweiser has long been a major sponsor of sporting events, including last year’s FIFA World Cup, and saw the series as a way to get more mileage out of its marketing dollars. Show will air online once it airs on ABC, backed by additional content and “Big Time” tips from celebrity mentors.

“We leveraged Budweiser’s unparalleled access to international sports, entertainment and lifestyle assets to make these contestants’ dreams come true,” said Frank Abenante, VP of global brands at Anheuser-Busch InBev. “We’re looking forward to giving viewers the opportunity to share in these extraordinary journeys of second chances and ambitions fulfilled.”

Budweiser bowed “Bud United” last year as a global platform to connect consumers’ passions.

“We are particularly proud to take Budweiser to new levels, by turning current assets into branded content, brought to life with unique and exciting storytelling,” said Jason Warner, global VP, Budweiser.

More TV

  • 'RuPaul's Drag Race All Stars' Sets

    'RuPaul's Drag Race All Stars' Sets Special Season at Showtime

    A special edition of “RuPaul’s Drag Race All Stars” is coming to Showtime, the premium cabler announced Thursday. This special season will launch June 5 at 8 p.m., just in time for Pride month, and following the conclusion of the 12th season of “RuPaul’s Drag Race” on VH1. Both Showtime and VH1 are under the [...]

  • Pictured: Patrick Stewart as Jean-Luc Picard

    CBS All Access, Showtime to Reach 16 Million Streaming Subscribers By Year's End

    CBS All Access and Showtime are on track to garner a combined 16 million subscribers by year’s end, ViacomCBS CEO Bob Bakish told investors on Thursday. ViacomCBS’ subscription streaming offerings ended 2019 with 11 million subscribers in total, a 50% gain over 2018. CBS Corp. previously forecast the two streaming services would reach 25 million [...]

  • CMT Throws a Data Party to

    CMT Throws a Data Party to Prove Country Fans Really Do Want More Female Voices

    When debates arise over the lack of airplay for women at country radio, the industry is often told that the answers lie in the generally unpublished research stations do to determine which songs their listeners like most. Now, proponents for the women of country are battling back with data of their own, looking to fight [...]

  • Bob Bakish Viacom CEO

    ViacomCBS Swings to Loss in First Post-Merger Results

    ViacomCBS reported a loss in the fourth quarter, its first as a new entity forged from the former Viacom Inc. and CBS Corp., showing that the merged company faces many of the same tough operating conditions as its predecessors. The New York owner of the CBS television network and cable outlets such as MTV and [...]

  • La Jauría

    Berlin Country in Focus Chile Unspools Its Small Screen Ambitions

    For 25 years, from 1992’s “La Frontera” through 2017’s ”A Fantastic Woman,” a subsequent Oscar winner, the Berlinale has prized a rich trove of Chilean movies. Now, in sync with industry change, Berlin will celebrate the country’s TV with a Chilean Series on the Rise showcase, part of its Country Focus. “When I started at [...]

More From Our Brands

Access exclusive content