US: A-B InBev extends Live Nation music sponsorship

By just-drinks.com editorial team | 7 May 2009

Anheuser-Busch InBev has extended its sponsorship deal with Live Nation, one of the world's largest live music companies.

A-B InBev said yesterday (6 May) that it has signed a three-year extension to the deal with Live Nation, which has run since 2000.

Under the terms of the renewal, Bud Light will be the exclusive malt beverage sponsor at select Live Nation amphitheatres across the US.

A-B InBev will also use the Live Nation events as a platform for two of its signature summer promotions, Budweiser's 'Ticket to Summer', which provides adult consumers with a chance to win tickets to marquee live music shows, and Bud Light's 'Port Paradise', the brand's largest summer promotion.

"Many of our adult consumers are live music enthusiasts, making Live Nation's events a perfect fit for our Budweiser and Bud Light brands," said Tim Schoen, vice president of sports and entertainment marketing at A-B Companies Inc.

"Summer is a key selling season and our presence at these music venues will help us kick off our popular summertime promotions and generate excitement for our brands among adult beer drinkers," he said.

Financial details of the deal were not disclosed.

Sectors: Beer & cider

Companies: InBev, Anheuser-Busch