Written by Ben Sellers via Headline USA,
What began as a joke is now on the brink of becoming a lucrative reality as reports surfaced last week that marketing executives at Anheuser–Busch are seriously considering a deal with actress and American Eagle model Sydney Sweeney.
The Daily Mail reported that Sydney Sweeney could potentially earn $10 million in a Bud Light deal currently being considered.
“Sydney Sweeney’s American Eagle campaign had a significant commercial impact—increasing denim sales and boosting the brand’s stock,” said entertainment lawyer Christopher Chatham, an expert in negotiating celebrity endorsements.
“Her outstanding performance makes her a strong candidate for Bud Light, especially as the brand looks to address previous criticisms,” Chatham added. “Beer brands seek reach, resilience, and relevance—and Sweeney embodies all three, making a Bud Light endorsement deal potentially lucrative, approaching or even exceeding seven figures.”
The duo represents contrasting sides of a cautionary tale on the influence conservatives wield in the market, amidst pressure from the ESG movement to use branding for political virtue-signaling.
Bud Light, once a cornerstone for the St. Louis-based beer giant, experienced a significant decline in sales—approximately $1.4 billion in annual revenue loss—after conservatives boycotted the brand over its promotion of transgender personality Dylan Mulvaney in 2023.
According to estimates, the company’s overall market value plummeted over $15 billion due to this misstep.
Despite efforts to repair its image, including partnering with the Ultimate Fighting Championship, negative perceptions persist, leading to Bud Light being the subject of mockery on conservative platforms.
Comedian Jimmy Failla from Fox News suggested a collaboration between Bud Light and Sweeney in an op-ed on Aug. 5, highlighting Sweeney’s positive impact on American Eagle’s stock.
“Teaming up with Sweeney could herald a revival of beer sales, focusing on customer preferences over aligning with woke culture,” Failla remarked.
It remains unclear if the controversial American Eagle campaign was intentional, but the backlash propelled Sweeney, a registered Republican and skilled marksman, into a symbol of anti-woke sentiment.
Sydney Sweeney showcasing her marksmanship at the gun range.
Another reason to admire her. pic.twitter.com/nPx3vZ4hof
Even former President Donald Trump weighed in, further elevating the profile of the 27-year-old “Euphoria” actress with a post on Truth Social.
Trump’s actual post about Sydney Sweeney! LMAO 😂 👏🏼 pic.twitter.com/vCfSNVDwy9
Observations have pointed out that American Eagle has previously featured non-white models like singer Beyoncé Knowles, but the company stood firm in the face of cancel culture, positioning itself in the culture war on the prevailing side.
Beer executives may view Sweeney as a potential savior for the brand, known for its once-popular creative commercials, to erase any lingering negativity among consumers.
“If Bud Light partners with Sydney Sweeney, the fallout from the Dylan Mulvaney debacle will fade away quicker than a CEO caught on a Coldplay Kiss Cam,” Failla predicted.
“This is because she embodies everything that made Bud Light Commercials successful before the advertising department lost its touch with reality,” he added.
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