Anheuser-Busch agrees $1bn NFL deal 05/05/2010 |
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Anheuser-Busch's flagship brand Bud Light has signed up as the official beer sponsor of the National Football League in a $1bn deal.
The Associated Press reports that Anheuser-Busch will replace rival MillerCoors after agreeing a six-year deal that begins in 2011.
A source told AP that the amount is double what MillerCoors had paid for its last six-year contract. The Coors Light sponsorship ends after this season.
"We continue to invest in the things that support our brands, and our efforts to manage costs enable us to seize opportunities like this one," said Dave Peacock, president of Anheuser-Busch.
Bud Light was a beer sponsor of the NFL from 1990 to 2001, though it also shared the sponsorship during that time with Miller.
MillerCoors' Coors Light sponsorship dates to 2002, which is when the NFL beer sponsorship became exclusive.
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