Both events have the broad appeal for males and females with a wide range of people and ethnic diversity, so they will allow us to have a broader range of creative work over both events.

Clearly, we believe in the image of the Olympic Games, the competition, the high-end quality of the whole event. We want to associate our brands with that activity and have now for over 20 years.

It creates a bit of the contemporary lifestyle that we think Budweiser can bring to the Olympic Games.

Our overall sponsorship, advertising and promotional investment in the NFL is significantly better than the competition, and we're disappointed that the NFL chose to go in a different direction.

The NFL is a strong sport and a strong marketing asset these days.

Younger people go to the Internet so automatically, they're ahead of the marketer. We have to think of new ways to reach them.

If you can have Molly Sims, the Sports Illustrated swimsuit issue and a Budweiser on display, I think that should nail us the 21- to 34-year-old. It's ideal.

You want to find more and more of the one-on-one kind of marketing approaches - much more close, intimate to the consumer. These subtle passions you try to reach out to.

It's more of a mix, so you don't get lost in all the clutter of all the choices.