Tuesday
May242011

Anheuser-Busch's Budweiser Renews, Enhances Deal With Daytona Speedway

May 24, 2011: Proclaiming that they "share a storied history together" that dates back some 30 years, Daytona International Speedway and Anheuser-Busch have extended their alliance under a new multi-year deal.

Under terms of the pact, Anheuser-Busch brand Budweiser would continue to serve as both the exclusive official beer sponsor of Daytona International Speedway and the entitlement sponsor for the Budweiser Shootout. In addition, the Anheuser-Busch brand will begin a "non-exclusive promotional partnership" with Homestead-Miami Speedway in 2012.

Financial terms were not disclosed.

Budweiser will maintain signage rights for all events at Daytona International Speedway including Speedweeks, the Daytona 500 and the Coke Zero 400, as well as the naming rights of the infield concession area – the Budweiser Bistro – and the Budweiser Party Porch located adjacent to the Superstretch.

According to the brewer, Budweiser’s promotional partnership with Homestead-Miami Speedway will include race tickets and hospitality assets "with the purpose of activating in-market sweepstakes, facilitating ticket giveaways and capitalizing on a retail point-of-sale presence throughout the Florida region."

PHOTO: Daytona International SpeedwayBudweiser has served as the entitlement sponsor of the Budweiser Shootout, which launches the stock car portion of Speedweeks, since 1979 when the event was originally known as the “Busch Clash.” Budweiser began serving as the official beer sponsor of Daytona International Speedway in 2006.

According to Mark Wright, vp-media, sports and entertainment marketing for Anheuser-Busch, “Our partnership with Daytona International Speedway dates back more than 30 years, and we’re very excited to continue our role at some of the biggest races on the Nascar calendar."

Wright stressed that, "The addition of Homestead-Miami Speedway will also provide us another opportunity to connect Nascar fans, ensuring Budweiser has a presence at the beginning and end of every season.”

“This is the longest-standing partnership for Daytona International Speedway and we will continue to build on its success well into the future.”

“Daytona International Speedway and Budweiser share a storied history together dating back to the late 1970s, and Budweiser has always had a strong connection with race fans around the world,” Joie Chitwood III, Daytona International Speedway president, said in a statement. “This is the longest-standing partnership for Daytona International Speedway and we will continue to build on its success well into the future.”

Daytona International Speedway is the flagship facility of International Speedway Corp. and home to the Daytona 500. Daytona International Speedway also hosts the Rolex 24 at Daytona and the Daytona 200 by Honda motorcycle classic.

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