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AHL AND ANHEUSER-BUSCH EXTEND MARKETING PARTNERSHIP
Published October 17, 1996
The AHL and Anheuser-Busch extended their current marketing arrangement for one year. Under the deal, Bud Ice is named the "Official Beer of the AHL." The partnership will be based on a variety of marketing activities, including ads, retail promos and merchandising elements. The Bud Ice/AHL marketing plan in the U.S. will feature AHL-specific TV ads, team-specific TV ads and individual team sponsorship in a majority of AHL cities. In addition, supermarkets, convenience stores, bars and restaurants will display Bud Ice AHL schedules, posters and branded merchandise. A-B will also be an official sponsor of the '97 AHL All-Star Classic in St. John, New Brunswick. Under the Bud/Bud Light brands, A-B will have a media presence and through in-ice and dasherboard signage (AHL).