SBD/March 30, 2012/Marketing and Sponsorship

A-B Activates Around Start Of MLB Season With Themed Cans, Cause-Related Program

Anheuser-Busch, an MLB corporate sponsor since '80, is supporting its longtime baseball rights with a cause-related program that begins with the new season. Budweiser's "Walk Off A Hero" program will donate $5,000 for every walk-off win during this MLB season and donate a portion of sales from Memorial Day through July 4. The program is an effort to raise up to $2.5M for Folds of Honor (www.foldsofhonor.org), which provides scholarships to dependents of service members who were killed and disabled in action. Fans can visit Budweiser's Facebook page to see a daily walk-off tracker and learn more about the program. A-B is supporting the program with radio, print, point-of-sale and ads on MLB.com. Separately, A-B is celebrating the new season by producing baseball-themed cans of Budweiser for 23 teams, plus an MLB-logoed can.
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