Sports fans love to talk sports and drink beer. So, Anheuser-Busch March 15 announced it is partnering with Panay Films for the upcoming release of their new talk show, “Not a Sports Show.”
Hosted by Lil Rel Howery (Get Out, Judas and the Black Messiah), the show will feature Howery interviewing current and former professional athletes in a six-episode run. Anheuser-Busch partnered with Panay Films to develop and produce the project in association with Stampede Entertainment. Episodes will be available on Ficto, the free video streaming service and interactive short-form content company.
“Not a Sports Show” was created for sports fans over the age of 21 who are curious to know more about the personal lives of the athletes. Set in a bar atmosphere, Howery and his guests will engage in conversations about anything and everything, and not just the game. From their greatest fears to their greatest triumphs, guests share their worst dates, personal beliefs, family life, and more beyond the playing field.
“One of the key pillars of our consumer-centric marketing strategy is to make our brand connections relevant to people, rather than focusing on visibility alone,” Marcel Marcondes, CMO of Anheuser-Busch, said in a statement.
The show’s first episode will be a two-part interview with former Boston Celtics star Paul Pierce, followed by the release of new episodes every Thursday through April. Guest stars include:
- Chiney Ogwumike: Los Angeles Sparks WNBA player and first Black female ESPN host
- Joc Pederson: MLB All-Star and World Series champion
- Kenny Smith: 2x NBA champion and Inside the NBA analyst
- Melvin Ingram: 3x NFL Pro Bowler
- Paul Pierce: NBA champion, finals MVP and former Boston Celtics star
- Sabrina Ionescu: 2x John Wooden Award winner, 2020 first overall draft pick and New York Liberty WNBA player
- Shannon Sharpe: 3x Super Bowl champion, NFL Hall of Famer and co-host of Skip and Shannon: Undisputed
- Shaun White: snowboarder, skateboarder, 15x X-Games gold medalist and 3x Olympic gold medalist
Anheuser-Busch’s move into original programming marks a shift for the company as it continues to reinvent the way it shows up in audience’s lives and feeds. Panay Films developed the series to give Anheuser Busch’s brands a vehicle for organic, meaningful connection, according to Spencer Gordon, VP of digital for Anheuser-Busch.
“Innovating and maintaining relevance among our consumers requires that we go beyond traditional approaches and craft meaningful content that’s part of the fun, instead of part of the ‘interruption’ of a typical ad,” Gordon said.