US: Budweiser to sponsor 2006 Winter Olympics
Budweiser will be the "official beer sponsor" of the XX Olympic Winter Games. The deal, announced today, marks Anheuser-Busch's first sponsorship of an Olympic Games held outside the US. The sponsorship will give Budweiser official use of the 2006 Olympic Winter Games logo in Italy and a significant number of other countries.
In a statement, Tony Ponturo, vice president of global media and sports marketing at AB, said: "Anheuser-Busch's international business continues to play a critical role in our company's success, and global sports sponsorships like the 2006 Olympic Winter Games in Torino help Budweiser reach adult beer drinkers around the world."
"Throughout history, the Olympic Games have captured some of the most remarkable and memorable moments in sport, and Budweiser is honoured to support the world's best athletes as they compete for gold in 2006."
Budweiser plans to support its sponsorship of the 2006 Olympic Winter Games through point-of-sale materials, sales promotions, branded merchandise and other marketing programs.
In addition to the 2006 Winter Games, Anheuser-Busch has signed a separate agreement with the United States Olympic Committee (USOC) extending Budweiser and Bud Light as the "official beer sponsors" of the US Olympic Team until 2008. The sponsorship will give Budweiser, Bud Light and Michelob ULTRA use of the US Olympic Committee's USA five-ring logo in all marketing and advertising activities to support Team USA's efforts at the XX Olympic Winter Games in Torino, Italy, in 2006; the XXIX Olympic Games in Beijing, China, in 2008; and the 2005 and 2007 Pan-American Games. In addition, Anheuser-Busch is the exclusive malt-beverage advertiser for all Olympic Games telecasts in the United States through 2008.
Budweiser has been an Olympic supporter since 1984 when the brand was the "official beer sponsor" of the Olympic Games in Los Angeles. Budweiser and Bud Light also represented the "official beer sponsors" category of the 1996 Olympic Games in Atlanta and the 2002 Olympic Winter Games in Salt Lake City.
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