Anheuser-Busch and Major League Baseball Properties today announced a continuation of their long-term partnership by entering into a six-year renewal of the sponsorship agreement that designates Budweiser as the Official Beer Sponsor of Major League Baseball, continuing a relationship that has lasted more than 30 years. Financial terms were not released.
As part of the sponsorship, Anheuser-Busch will have exclusive rights within the malt beverage category to use the MLB marks and logos. Budweiser also will be presenting sponsor of MLB Opening Week and the Player of the Month awards, as well as a cornerstone partner of the MLB Fan Cave, the league initiative geared towards engaging fans via social media while increasing the profile of star players and placing baseball at the center of all things pop culture. At the MLB Fan Cave in New York, Budweiser will be a presenting sponsor of the MLBFanCave.com Concert Series, which in 2012 has featured popular musical acts including Nas, Daughtry, Adam Lambert, The Avett Brothers and Far East Movement.
New in 2012, Budweiser will be the presenting sponsor of the first-ever Wild Card Games, the single-elimination games between the two Wild Card teams from each league that will be played on Oct. 5, with the winners advancing to their respective Division Series. MLB expanded the Postseason format earlier this year.
“For more than 30 years, America's national pastime has partnered with America's beer and we are proud to continue the union of two brands that evoke such loyalty and emotion," said Tim Brosnan, Major League Baseball Executive Vice President, Business. "By partnering on initiatives like the Wild Card and MLB Fan Cave, this new agreement truly demonstrates an evolution in our relationship."
“MLB has a broad and growing fan base and our partnership gives Budweiser a presence with a large and loyal audience of adult beer drinkers,” said Blaise D’Sylva, vice president of media, sports and entertainment marketing at Anheuser-Busch. “As the Official Beer Sponsor, our focus is on Budweiser enhancing the baseball experience for fans, whether in-game or at-home, through exclusive content and unique opportunities at point-of-sale, on-premise and via our social media channels.”
To celebrate its renewed status as the Official Beer Sponsor of MLB, Budweiser will host a “Made in MLB Fan Cave” concert tonight with The Walkmen, who will embark on a U.S. tour this fall in support of their sixth studio album, the critically-acclaimed Heaven. More than 200 Budweiser Facebook fans will be in attendance at the Fan Cave in New York City, where they will hear a set by The Walkmen and have an opportunity to sample Budweiser’s new “Project 12” beers, small-batch Budweiser “tribute beers,” three of which will be nationally available later this year in a Fall sampler pack.
In addition to its status as Official Beer Sponsor of MLB, Budweiser sponsors 23 of the league’s 30 teams and continues to support America’s fallen heroes throughout the 2012 MLB season via its “Walk Off a Hero” program. Budweiser is donating $5,000 for every walk-off win during baseball’s regular season to the Folds of Honor Foundation, which provides post-secondary educational scholarships for families of U.S. military personnel killed or disabled while serving their country.
Source: Major League Baseball
Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey. He writes for Baseball Prospectus and is a contributor to Forbes. He is available as a freelance writer. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network (select his name in the dropdown provided).
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