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EASY AS A-B SKI: BEER COMPANY LINKS WITH AMERICAN SKIING
Published November 10, 1998
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).