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Monday
July 7, 2008
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Chicago Style: A-B Extends Cubs, Wrigley Partnership Through 2013

Anheuser-Busch Extends Its Marketing
Relationship With Cubs Through 2013 Season

The Cubs and Anheuser-Busch have extended their marketing relationship through the 2013 season. Under the deal, Budweiser and Bud Light will maintain their presence at Wrigley Field, and A-B will receive exclusive naming rights to brand the Batter's Eye Suite in center field and retain its rights to the Bud Light Bleachers. Budweiser and Bud Light also retain the right to use the Cubs' logo in marketing and promotional efforts, including advertising, merchandising and POS materials. A-B also extended its marketing relationship with WGN through 2013. Terms of the deal were not disclosed (Cubs). A-B VP/Marketing Dave Peacock said that the contract extension for A-B is "part of its plan to continue to dramatically step up marketing investment in the Chicago market" (CHICAGO TRIBUNE, 7/4). Budweiser and Bud Light are the official beer sponsors of MLB and 26 of the league's 30 teams (BIZJOURNALS.com, 7/3).

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