Anheuser-Busch has sent a memo to CBS, FOX and NBC instructing the networks to make sure they do not call Budweiser a “proud sponsor” of games in which Minnesota and Indianapolis are playing.
“‘Proud’ does not accurately reflect the feelings of our company’s owners and management when we see the on-field play of the Vikings and Colts,” the memo says. “At best, the emotion could be described as ‘mild discomfiture’.”
The document presents the following adjectives as acceptable when describing Budweiser’s sponsorship of match-ups that include those two teams:
Ambivalent
Contrite
Diffident
Jaded
Lackluster
Sullen
Tepid
Vexed
By Brian Summerfield
