A-B Renews Magic Sponsorship Via Multiyear Extension

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The Magic and Anheuser-Busch have signed a multiyear renewal that extends the brewer's 31-year deal with the team. The deal includes Magic-branded Budweiser cans and the rebranding of the arena’s outdoor terrace bar into the Ultra Club, as well as a continuation of rights to sponsor the Bud Light Baseline Bar inside Amway Center. A-B also gets team rights to its other brands, such as Bon & Viv Spiked Seltzer. Other activation includes the Budweiser Legendary Pass that allows fans to buy digital tickets with access to the all-inclusive Budweiser Party Suite. A-B has been a team partner since the Magic’s inaugural season in '89.

Magic VP/Partnership Activation & Strategy J.T. McWalters: “How Budweiser is reaching consumers is expanding to their other brands. Their spiked seltzer is brand new with the Magic. We only have a handful of partners who have been with us since Day One, and they are among that group.” No agencies were involved in the deal.