A-B InBev beats MillerCoors to NFL deal

A-B InBev beats MillerCoors to NFL deal

Anheuser-Busch InBev will replace rival brewer MillerCoors as the official beer sponsor for the National Football League in the US.

The Budweiser brewer confirmed to just-drinks today (5 May) that it has signed a six-year deal for its Bud Light brand to sponsor the National Football League, starting from 2011. Financial details behind the tie-up were not disclosed.

Coors Light, the lager owned by the SABMiller and Molson Coors venture in the US, Miller Coors, has been the exclusive sponsor of NFL since 2002.

"The NFL is the biggest, most watched sport in North America," said Anheuser-Busch's president, Dave Peacock.

The move, together with Budweiser's sponsorship of the FIFA World Cup, shows that the new A-B InBev conglomerate remains committed to Budweiser's sponsorship of sports, which has helped the brand to build a fan base.

Bud Light is already a sponsor of 28 NFL teams and is the exclusive category advertiser for the Super Bowl.

The deal with the NFL gives A-B InBev the right to use the NFL shield logo on Bud Light promotions and packs.

Anheuser-Busch today reported US beer sales down 6% in volume terms in the first quarter of 2010.