Anheuser-Busch InBev announced a landmark partnership between the iconic Dominican pilsner Presidente Beer and Alex Rodriguez, with the baseball legend and entrepreneur joining as Chairman of Presidente USA.
Long associated with Miami sports, Presidente Beer is taking the next step in its legacy by partnering with Rodriguez, who will bring a new energy to the brand by transcending the role of spokesperson and truly helping direct the brand’s efforts toward the rich, Dominican culture that Presidente represents.
Rodriguez, the son of Dominican immigrants, first picked up a baseball on the fields of Washington Heights, New York, before rising to the pinnacle of America’s pastime. His journey embodies the pride and passion that has driven Presidente Beer forward since its inception in 1935.
“Growing up as a Dominican-American in the US, Presidente was not only a beer, it was part of our community. It connected my parents to their home and was a part of every major community event, big or small,” said Rodriguez. “It is truly an honor to get behind a brand with such a deep connection to my heritage and culture, and I cannot wait to help build its future.”
Acquired by Anheuser-Busch in 2012, Presidente beer is a powerful symbol of Dominican culture both stateside and abroad, known as a true taste of the Caribbean.
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“We could not be more excited about this partnership with Alex Rodriguez, who is himself an incredible ambassador for the Dominican culture. Presidente is the number one Dominican beer brand in the world with tremendous growth potential here in the US on the back of this unique partnership,” -said Ricardo Marques, Group VP Marketing for Value and Core, Anheuser-Busch.
As Chairman of Presidente USA, Rodriguez will help grow the Presidente brand presence in the U.S. in 2020 and beyond, including the release of new products and materials.
Arod and Presidente Announce Scholarship to help students reach their goals
Diversity within sports is an ongoing issue both on and off the field. Presidente, the iconic Dominican pilsner, alongside Alex Rodriguez, President and Chairman of Presidente, recently announced a new initiative called “Step Up To the Plate” that will look to provoke change and create more opportunities for Hispanic students interested in a career in sports.
A summer-long program, this initiative will help fuel a pipeline of qualified candidates into the business side of the industry by offering internship and networking opportunities, as well as financial support.
In partnership with the Hispanic Scholarship Fund, the ‘Step Up to the Plate’ program has awarded nine deserving students a three-month paid internship working on projects across the business that include a strategic sports focus, in collaboration with the Sports Marketing team at Anheuser-Busch – one of the biggest sponsors in sport for almost 40 years.
In addition to the internship, the program awards each student a grant for living expenses in a combined package worth approximately $15K, as well as the opportunity to join Anheuser-Busch in a full-time role following graduation.
“We recognize that the need to diversify leadership in sports is greater than ever, and as a brand that champions the progression of Hispanic culture, we’re more than thrilled to announce this program,” said Alex Monroy, Senior Brand Director of Presidente at Anheuser-Busch.
“Step Up to the Plate is meant to bridge the gap between accessibility and opportunity for these students, and ultimately arm them with the tools and experience to “Be the Presidente” of their career in sports.”
“I’m very excited to be working with Presidente on a program that will fuel greater diversity within the industry,” said Alex Rodriguez, President and Chairman of Presidente USA. “Hispanic athletes and fans have played a major part of baseball’s success throughout the years, which is why we think it’s vital that we’re represented not just on the field but in the boardrooms as well.”
Presidente intends for this initiative to be the first push in leveling the playing field for aspiring Hispanic graduates with a passion for sports. As such, the program recipients will begin their internships in Mid-June and will be placed across the Anheuser-Busch marketing team so they can best learn the ins and outs of the business.
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