SBD/10/Events Attractions

EASY AS A-B SKI: BEER COMPANY LINKS WITH AMERICAN SKIING

          Anheuser-Busch will partner with resort-owner American
     Skiing Co. to "own and produce" a three-event series which
     will expand on the Bud Light Boarder Battle snowboard
     competition, according to Andy Bernstein of the
     SPORTSBUSINESS JOURNAL.  Bud Light and American Skiing Co.
     "have built the event from the ground up, coughing up
     $180,000 in prize money and about $750,000 in production
     costs and even selling sponsorships."  The Busch Media Group
     negotiated a deal with ESPN to air two one-hour broadcasts
     per event on ESPN and ESPN2 and A-B's TV production
     division, Bud Sports, will "film and package" it. A-B Sports
     Marketing spokesperson Charlie Hodges said that each program
     block "will include Bud Light advertising and advertising
     from other event sponsors, with some advertising inventory
     reserved for ESPN to sell."  Hodges: "We're not looking to
     make a profit on this.  We don't need to.  We're looking at
     this as a marketing opportunity."  Airwalk will be the
     presenting sponsor of the event to be held in Killington and
     Mt. Snow (VT) and Lake Tahoe (CA) (SBJ, 11/9 issue).

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