By Owen Sanborn, @owensanborn
On Wednesday night, Dirk Nowitzki became the sixth player in NBA history to amass 30,000 points in their career. Nowitzki achieved the milestone in a seemingly scripted, Derek Jeter-like fashion, pouring in 25 points in 24 minutes in what was a throwback performance in the fullest.
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To commend the effort, ABInBev took it upon themselves to ship 30,000 cans of Bud Light to the sharpshooting big man, leaving a note that read: “Dear Dirk, Congrats on the 30,000 points. Here’s 30,000 Bud Lights to share with your friends! Cheers, Bud Light.”
Piggybacking the national acclaim a player garners for achieving a milestone is a smart ploy for any brand, and Nowitzki compounded the plug when he told reporters after the game, “I just had a Bud Light for the first time in a long time.”
(Dirk's brand integration approached Peyton Manning levels with that quote.)
However, the activation does not end there, as fans 21+ attending tonight's game will receive one can of Bud Light on the house.
This activation could not have come at a better time, considering that Dallas is slated to play against the Brooklyn Nets (sporting a dreadful 11-52 record) tonight. Perhaps the infusion of Bud Light will create a more cheerful crowd than previously expected.