US: A-B secures Super Bowl deal for next six years
Anheuser-Busch has secured a deal with US television channel NBC to broadcast exclusive adverts during the next six Super Bowls.
A-B has added the Super Bowls in 2009 and 2012 to its list of secured alcohol category exclusivity broadcasts as part of a comprehensive six-year multi-sport agreement with the broadcaster.
Together with American football's premier event, A-B will be the exclusive alcohol advertiser in broadcasts of the Ryder Cup and the Presidents' Cup for 2007-2011, and will sponsor the NBC broadcast of the Kentucky Derby and The Preakness until 2010 as part of the deal.
The company had already finalised agreements for the Super Bowls in 2007 and 2010 on CBS, and the Super Bowls in 2008 and 2011 on FOX.
"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," said August A. Busch IV, president, Anheuser-Busch. "Advertising during the Super Bowl is a perfect fit for a company like ours. The Super Bowl is a holiday that combines sports and entertainment, and watching the ads has become a fun part of the evening for many of the game's 90m viewers."
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