Bud is coming to network reality TV.

"Bud United presents: The Big Time'' will air Saturday afternoons on ABC for seven weeks, starting Jan. 21, as part of a push by Anheuser-Busch InBev NV to build more buzz around its flagship Budweiser brand.

The world's largest brewer by sales said the show will feature amateurs competing in sports, such as baseball, soccer and stock-car racing, as well as other fields, including music and cooking. In one episode, pitching hopefuls visit Citi Field, home of baseball's New York Mets, and get tips from former major-league hurler Frank Viola. In another, the winner of a music competition performs at a Las Vegas concert also featuring Lady Gaga and Sting.

AB InBev hopes the show will help to revive Bud, whose U.S. sales have slumped for 22 straight years, and which risks being surpassed by Coors Light as the country's No. 2 beer. Bud Light, the top-selling U.S. beer, also is struggling to grow as more consumers turn to small-brand craft beers and wine and spirits.

Advertiser-produced shows, a programming staple in the 940s and 1950s, when "soap operas'' were produced by soap companies, have made a comeback lately. Last year, liquor giant Diageo PLC launched the cable reality series "Master of the Mix'' on Black Entertainment Television, with its Smirnoff vodka playing a leading role.