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. After getting radio silence from ‘that other beer brand,’ Bud Light was quick to hijack the moment.Bud Light responded immediately and just 48 hours later officially signed Heinicke to its NFL Roster, introducing “Bud Lighticke” to the world.Heinicke posted the official announcement: “With a name like Heinicke, there’s only one beer that it makes sense to partner with…” Fans now knew that Heinickle should be called ‘Taylor #BudLighticke from now on.’ And, thus, a new legend was born.Bud Light’s quick action earned 159 million media impressions and 1.1 million digital impressions in just a matter of days.