“Bud is more than a sponsor. Bud is part of history.” Like in every sport, fans of basketball are always there for their teams in every important moment, especially during NBA season. The same applies to Budweiser, a brand that for a long time has been playing this role and proving to be much more than an official supporter of the league. After taking a step further on this long-time partnership and becoming the league's official broadcast in Brazil, the King of Beers is celebrating its connection to NBA by showing everything that has been built over the years, not just on the court, but mostly outside of it. Conceived by ad agency Africa and directed by Vellas, from Saigon, Bud’s new campaign reinforces the message of a brand that has outgrown its sponsor role. More than that, it has kept its pace with the cultural transformations promoted by the influence of basketball in several fields once going beyond the courts and reaching the streets, such as fashion and music. The piece entitled “Scoreboard” tells the story of this long-term partnership between Bud and NBA by showing how in every important moment of the league, the brand was there, in the hands of players that became idols and idols that became fans. Budweiser is a long-time NBA partner and this year became the league's official broadcast in Brazil, in a media partnership to connect and interact directly with fans and basketball stakeholders. All this to democratize innovative content, strengthen people's relationship with the sport and make access to matches easier.