Mumbai hosted the BUDX NBA House event on June 7-8, 2025, at the DOME, SVP Stadium in Worli, marking the first major collaboration between Budweiser and the National Basketball Association (NBA) in India. This groundbreaking event celebrated basketball alongside music, culture, and fan engagement, reflecting the brand’s innovative approach to connect with Indian consumers.
Ahead of the event, a press conference was held at The St. Regis, Mumbai, featuring notable personalities including NBA legend Gary Payton, Rajah Chaudhry, NBA Asia head of strategy and India country head, and Vineet Sharma, Vice President of Marketing and Trade Marketing at AB InBev India. The discussion highlighted Budweiser’s strategy to adapt to the evolving Indian market, where alcohol consumption has seen a decline.
Budweiser’s approach emphasizes inclusivity by engaging a growing female consumer base and promoting responsible drinking through family-oriented moments. The brand’s partnership with the NBA is central to its digital-first marketing strategy, which aims to drive premiumisation and deepen cultural relevance among younger, urban consumers.
By aligning with the NBA, Budweiser seeks to position itself not just as a beer brand, but as a lifestyle partner that resonates with India’s rising sports culture and digital-savvy audience. This strategic pivot reflects the company’s commitment to navigating regulatory and social shifts while expanding its footprint in the competitive Indian alcoholic beverages market.
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