SBD/March 15, 2012/Marketing and Sponsorship

USOC Signs Four-Year Extension With A-B To Keep Budweiser As A Sponsor

The USOC and A-B InBev have announced a four-year sponsorship extension that will see Budweiser retain its position as the exclusive malt beverage of Team USA through '16. In addition to announcing its sponsorship renewal, A-B announced it will have limited-edition Olympic-themed Budweiser bottles that will feature five Olympians in point-of-sale material. The Olympians are Tony Azevedo (water polo); Jordan Burroughs (wrestling); Hyleas Fountain and Leo Manzano (track & field); and Sarah Groff (triathlon). A-B is the third sponsor to renew with the USOC through '16; BP and Nike renewed their deals last year. A-B reportedly pays $2.5M annually for its current agreement that ends later this year (Tripp Mickle, SportsBusiness Journal). The new deal is worth "more than 13 million over four years" (AP, 3/14).
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