... been an official sponsor of the NFL, do they feel the marketing approach to this years up coming Super Bowl is fair? In most cases where sports sponsorships are involved there are numerous stakeholders. I am going to focus on the stakeholders in regards to this specific event, the Super Bowl. The primary stakeholders are the event itself (Super Bowl), the sponsoring companies (Coors), the event sponsor (NFL), the athletes and the fans (at the event - Super Bowl). The indirect stakeholders are the agents of the athletes, he fans (listening or watching), and the ambushing companies (like Anheuser-Busch). Finally the secondary stakeholders are the activist groups, society at large, the media, and other sports marketers. They are represented graphically in Figure 1. My focus is primarily going to be on the primary stakeholders including the indirect stakeholders. The secondary stakeholders can play important roles in adding pressures to Anheuser-Busch's situation, ...

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