Hugh Powers serves as the Senior Director of Local Media & Sports Sponsorship for AB InBev, where he leverages his extensive background in national and regional marketing to drive impactful brand strategies across various platforms, including sports, music, food, and film. With a proven track...
Hugh Powers serves as the Senior Director of Local Media & Sports Sponsorship for AB InBev, where he leverages his extensive background in national and regional marketing to drive impactful brand strategies across various platforms, including sports, music, food, and film. With a proven track record in both client and agency roles, Hugh is recognized as a subject matter expert in the integration and execution of trade and local marketing plans. His current responsibilities include leading the evaluation of sponsorship ROI, share of voice (SOV), and competitive insights, particularly in relation to professional sports and NCAA sponsorship investments.
One of Hugh's key projects has been the development of a comprehensive negotiation renewal strategy for NCAA sponsorships, which aligns with AB InBev's overarching brand strategy and financial KPIs. This initiative not only enhances the company's visibility in the collegiate sports arena but also ensures that sponsorship investments yield measurable returns. Collaborating closely with regional sales teams and an extensive external wholesaler network, Hugh oversees the negotiation and evaluation of approximately 90 NCAA and 60 Minor League (MiL) sports sponsorships, ensuring that each partnership is strategically aligned with AB InBev's marketing objectives.
Hugh's expertise in sponsorship activation, integrated marketing, and relationship marketing positions him as a result-driven leader and skilled negotiator. His ability to cross-functionally collaborate and solve complex problems has been instrumental in driving successful marketing campaigns that resonate with diverse audiences. As he continues to navigate the evolving landscape of sports sponsorship and media relations, Hugh remains committed to delivering innovative solutions that enhance brand engagement and drive business growth for AB InBev.
