I don't know to be honest. Since you wouldn't be able to drink outside of the stadium, I would bet that any degenerate would just get their absolute maximum fill when inside the stadium.

But still, when thinking about it from a marketing perspective, they probably projected a certain range for recovered sales and then they could write off the net cost as "marketing". Huge oversimplification but that's where my mind goes.

At the same time, part of me is like "well Budweiser kind of shouldn't have put their money towards this" and now it has me hesitant to purchase any Budweiser product going forward.