Anheuser-Busch has signed a three-year, $15M deal with
Strike Ten Entertainment "in possibly the biggest bowling
sponsorship ever," according to Terry Lefton of BRANDWEEK.
The deal makes A-B's Bud and Bud Light brands "the official
beers of bowling," and is "the first major deal" signed by
former NHLE President Steve Ryan, "who heads the bowling
consortium that promises entree into 3,000 bowling alleys."
As part of the deal, A-B will run two bowling-themed promos
a year for the next three years, supported by TV and print
media, "along with non-promotion-specific bowling-themed
ads." A-B will also produce bowling-pin shaped bottles for
sale at bowling alleys. Lefton reports that pouring rights
are not included, "but Bud is already served at most
alleys." Ryan estimates bowling alley beer sales at $450-
500M, "making A-B's $5 million a year commitment ... a not-
disproportionate amount of support" (BRANDWEEK, 6/23 issue).
CLEAN AS A WHISTLE: Colgate-Palmolive signed a "mini-
sponsorship" around the MLS All-Star Game for its Irish
Spring Sport soap. The package includes signage, program
ads, hospitality/tickets, and product sampling rights for
the July 9 game at Giants Stadium (BRANDWEEK, 6/23).
