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Bud Light to sponsor NFL
Bud Light is to become the official beer of the National Football League in the US from 2011 after Anheuser-Busch agreed a deal reportedly worth over US$1 billion to replace MillerCoors as the competition’s sponsor.
It has been suggested in the US media that A-B is to pay double what Coors was paying to sponsor the league, but the official terms of the deal have not yet been made public.
Coors has been an NFL sponsor since 2002, but in a memo to wholesalers MillerCoors said: “The NFL is a great partner, and we talked extensively with them about the future, but ultimately could not reach agreement about the value of the league sponsorship."
“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,” said Dave Peacock, president of Anheuser-Busch, which previously sponsored the NFL from 1988 to 2001.
A-B further strengthened its ties with sport yesterday, announcing an extension of its long-running sponsorship of golf’s PGA Tour for an additional three years from 2011 to 2013.
The agreement will see low-calorie lager Michelob Ultra become the Tour’s official beer, with O’Douls becoming the Tour’s official non-alcoholic beer.
Alan Lodge, 05.05.2010