USA: Budweiser, Bud Light - exclusive beer sponsor of Chicago Bulls, Blackhawks, United Center through 2016

Anheuser-Busch, Inc. announced on January 30 that Budweiser and Bud Light, the Official Beers of the NBA and NHL, will be the exclusive beer sponsor of the Chicago Bulls, Chicago Blackhawks and the United Center as part of a 10-year deal starting with the 2006-07 season and lasting through the 2015-16 season. The nation's largest brewer gains status as the exclusive alcohol beverage partner for Bulls' over-the-air television, both teams' radio broadcasts and promotions, the building's exclusive malt beverage advertiser, significant in-arena signage and in-game presence for all events and games, and rights to conduct a variety of consumer promotions around each sponsorship.

"We're honored to have the opportunity to work with two of Chicago's biggest and most successful franchises and the area's marquee arena, the United Center," said August Busch IV, president, Anheuser-Busch, Inc. "Chicago is a very important market for Budweiser and Bud Light, as we have a significant, loyal consumer base in the Windy City. Chicagoland sports fans will soon experience and enjoy our company's dedication to their favorite teams like never before."

"On behalf of the United Center and the Chicago Bulls we are very excited to once again have the opportunity to join forces with Anheuser-Busch in promoting our respective brands in the Chicago marketplace," said Chicago Bulls Chairman Jerry Reinsdorf. "We are most appreciative of the faith they have shown in us, and look forward to justifying that expression of confidence over the next 10 years."

"The Blackhawks and United Center are proud to rekindle our partnership with 'The King of Beers,'" said Blackhawks and United Center President William W. Wirtz. "Anheuser-Busch's outstanding product portfolio and world class marketing fit perfectly with our team and the National Hockey League. We look forward to renewing our relationship with Anheuser-Busch and are excited about assisting them in growing their business in the Chicago market."

Chicago Bulls

Bulls fans will see an increase in support for the Bulls radio and over-the-air television networks, as Bud Light and Budweiser gain exclusive alcohol beverage sponsor status. Fans at the game will notice significant arena signage, both courtside and the baseline, along with sponsorship of all replays on the arena video board, halftime promotions and cheerleader sponsorship, game programs, pocket schedules, yearbooks, and other promotional considerations. Bud Light and Budweiser will also help bring the Bulls to the fans, conducting retail and consumer promotions at select locations throughout the Chicago metro area.

Bud Light, the world's top-selling light beer, has been the Official Beer of the NBA since 1998, and also sponsors 26 of the league's 29 domestic teams. Bud Light utilizes the official NBA League, All-Star Game, NBA Playoffs, NBA Finals, and conference logos in advertising and promotions, plus collective use of all 30 team logos. Additionally, Bud Light conducts extensive promotions surrounding the NBA All-Star Game each season.

Chicago Blackhawks

Bud Light will help the Blackhawks reach their fans as the exclusive alcohol beverage advertiser on all Blackhawks Radio Network broadcasts. The sponsorship also includes significant game-night signage, including center ice logos, Zambonis, and dasher boards. Anheuser-Busch will also utilize the Blackhawks logo for point-of-sale materials and advertising in the Chicago metro area, conduct in-game consumer promotions, and serve as title sponsor of the Three Stars of the Game after each contest.

Bud Light sponsors 22 of 24 domestic NHL teams. Bud Light has been the Official Beer of the NHL since 1994, with rights to use the NHL, Conference, Division, League, All-Star, Play-Off and Stanley Cup Finals logos. Bud Light is also a major sponsor of hockey in the Torino Olympic Winter Games, the NHL All-Star Game (in non-Olympic years), and the presenting sponsor of the Bud Light NHL Plus-Minus Award and NHL All-Star Game MVP Award.

United Center

Before or after the game, Chicago sports fans can toast their team in Anheuser-Busch's brew pub in the arena's main concourse. Anheuser-Busch has secured naming rights to the brew pub, and will be the exclusive malt beverage advertiser on signage at the United Center and its marquees. Anheuser-Busch will gain a significant presence during all of the United Center's major events with main scoreboard signs and exclusive LED messages during arena events.

Based in St. Louis, Anheuser-Busch is the leading American brewer holding 50 percent of the U.S. beer market. The company brews the world's largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also holds a 50 percent share in Grupo Modelo, Mexico's leading brewer, and a 27 percent share in Tsingtao, the No. 1 brewer in China. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America's top recycler of aluminum cans. For more information, visit http://www.anheuser-busch.com .

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .