Anheuser-Busch’s Bud Light brand has entered into a multi-year sponsorship agreement with the National Football League, it was announced today.
Beginning with the 2011 season, Bud Light will become the official and exclusive beer sponsor of the NFL. The deal stamps America’s best-selling beer brand on the nation’s most popular sport, top to bottom.
“The NFL is the biggest, most watched sport in North America, and we are proud for Bud Light, the world’s best selling beer, to be the league’s official beer sponsor beginning with the 2011 season,” said Dave Peacock, president of Anheuser-Busch, Inc.
“We look forward to welcoming Anheuser-Busch and the Bud Light brand back to the NFL as an official partner,” said Steve Bornstein, the NFL’s executive vice president-media. “We have appreciated their vast support of our clubs and network partners over the years and we are pleased they will join our stable of sponsors.”
Anheuser-Busch, a long-time supporter of NFL clubs and telecasts, will be able to use NFL logos and trademarks in its advertising and marketing. These logos include the NFL shield logo, and marquee events, such as the Draft, Kickoff, Pro Bowl and Super Bowl.
The NFL sponsorship adds to Anheuser-Busch’s successful total sponsorship lineup – by far the strongest in its industry.
“This gives Bud Light real ownership of professional football within the beer category, and expands on our existing connections to NFL fans through sponsorship of 28 teams, our continued substantial advertising presence in the regular season and playoff broadcasts, and our Super Bowl advertising exclusivity that has been in place 22 consecutive years,” Peacock said. “We continue to invest in the things that support our brands, and our efforts to manage costs enable us to seize opportunities like this one. We look forward to leveraging this investment to connect our Bud Light brand more deeply with NFL fans.”