The NFL partnered with Bud Light on a promotion celebrating the return of the NFL season.

The partnership consisted of Bud Light unveiling the "Bud Light Showtime Cam" in NFL Stadiums throughout the season. The "Bud Light Showtime Cam" would celebrate key moments in games by showing players as well as fans cheering on their team.

There was also the opportunity for fan participation with the #ShowtimeCam and #BudLightSweepstakes hashtags. Fans could use these to tag their tweets for the chance to participate in the Showtime Cam during one regular season game. Bud Light chose a winner a week between September 11 and January 1.