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BABE becomes NFL’s inaugural official wine sponsor

Anheuser-Busch InBev’s sparkling wine brand BABE has become the first-ever official wine sponsor of the National Football League.

The company, which was co-founded by popular Instagram influencer Josh “The Fat Jewish” Ostrovsky and brothers David Oliver Cohen and Tanner Cohen, was taken over by AB InBev earlier this year. BABE’s range of sparkling canned wines include rosé, Pinot Grigio, and red.

As part of the partnership, BABE will activate throughout the remainder of the NFL season at marquee events such as the Pro Bowl and Super Bowl.

The brand, which is primarily aimed at the NFL’s female audience, will also be sold in 12 stadiums, including those of the Miami Dolphins, Washington Redskins, and Denver Broncos. Financial terms were not disclosed.

The partnership expands AB InBev’s ties with the NFL. Bud Light is the league’s official beer sponsor, while Bon & Viv is its official hard seltzer sponsor.

In August, US wine brand Woodbridge by Robert Mondavi signed partnerships with three major-market NFL teams: the Los Angeles Rams, Chicago Bears, and New York Giants.