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Bottle for the Battle: Bud Light official domestic for Bristol game

Anheuser-Busch InBev has chosen college football’s largest game ever to launch its new seasonal campaign, as Bud Light will be the official domestic beer of the Pilot Flying J Battle at Bristol between Virginia Tech and Tennessee.
The game is scheduled to take place at Bristol Motor Speedway on Sept. 10 and is expected to draw a record 165,000 fans. A source valued the one-off deal, which will be announced this week, in the low six figures.

Assets include hospitality and signage, use of logos/marks at retail, activation space, and presenting rights to a host of concerts in the hours leading up to the 8 p.m. ET game. The deal has already tipped quietly in recent weeks, with in-store point-of-sale displays in the Appalachian region.

“Because we continue to grow our footprint and focus on college football, there really wasn’t a better place to kick off the season this year,” said Nick Kelly, A-B’s director of experiential marketing, sports, who noted that A-B has a long-standing relationship with the speedway. “We really want to use this game as an opportunity to plant a stake in the ground that we’re going to be real serious about college football moving forward.”

Traditionally more pro sports focused, A-B lightly tested its Down South Tailgate Tour college football campaign last year and is taking it to 11 events this year, starting with the Battle at Bristol. Attractions at the activation zone include a climate-controlled bar, access to a tour bus with a roof deck, food trucks and traditional tailgate games. Musical acts will perform on a stage outside the track leading up to the game.

 

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