Anheuser-Busch Buys Super Bowl Alcohol Sponsor Rights

Jun 26, 2006  •  Post A Comment

Anheuser-Busch has concluded a deal with NBC that will keep the brewer as the exclusive alcohol sponsor of the Super Bowl through 2012.

NBC last year won rights to the Super Bowl broadcast in 2009 and 2012. Anheuser-Busch already has deals with the other NFL licensees to advertise on the Super Bowl broadcast, annually the most-watched event on television.

The agreement between the brewer and NBC includes Sunday night NFL games through 2012 and exclusive alcohol sponsorships of the Ryder Cup and the Presidents Cup golf events for 2007 through 2011. Anheuser-Busch also will sponsor the NBC broadcasts of the Kentucky Derby and The Preakness through 2010.

The companies didn’t disclose terms of the agreement.

“Advertising during the Super Bowl is a perfect fit for a company like ours,” said August Busch IV, president of Anheuser-Busch. “NBC has been a great partner to Anheuser-Busch for many years, including the past several Olympics and other major events, and continuing our relationship allows us to effectively reach sports fans and adult beer drinkers.”