According to Associated Press, Anheuser-Busch’s Bud Light brand will become the NFL’s official beer in a six-year deal until 2016.
“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, which sponsored the NFL from 1988 to 2001.
Miller, which has been an NFL league sponsor since 2002, chose not to renew its partnership. It told its wholesalers in a memo yesterday: “the NFL is a great partner, and we talked extensively with them about the future, but ultimately could not reach agreement about the value of the league sponsorship.”
Anheuser-Busch also announced yesterday it has extended its long-standing sponsorship with golf’s PGA Tour for an additional three years from 2011 to 2013. The new deal will see Michelob ULTRA made the Tour’s official beer and O'Doul's the Tour’s official non-alcohol brew.
