SBD/May 23, 2011/Marketing and Sponsorship

A-B Signs Extension At Daytona, Will Remain Title Sponsor Of Bud Shootout

Daytona Int'l Speedway announced this morning that Anheuser-Busch has signed a multiyear renewal for its Budweiser brand to remain the track's exclusive beer sponsor and title partner of NASCAR's Budweiser Shootout. As part of the agreement, Budweiser will also begin a non-exclusive promotional partnership with Homestead-Miami Speedway in '12. Budweiser will maintain signage rights for all events at DIS, including Speedweeks, the Daytona 500 and the Coke Zero 400, as well as naming rights of the infield concession area and branded Party Porch. Budweiser's entitlement extension for the Shootout continues a relationship that began in '79, when the event was known as the Busch Clash. Budweiser began as the official beer of the track in '06 (DIS). SPORTSBUSINESS JOURNAL's Tripp Mickle notes A-B is "one of Daytona’s five largest sponsors in terms of rights fee and promotional activity." The brewer "promotes its affiliation with the track by using the Daytona logo on Budweiser packaging across the Southeast and nationally at select retailers." A-B Senior Dir of Sports Marketing Brad Brown: "This is one of the main cogs in that (NASCAR activation) wheel. It allows us to showcase at the start of the year what our racing platform will be" (SPORTSBUSINESS JOURNAL, 5/23 issue).
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