E-Malt.com News article: 3061

USA: Anheuser-Busch and the Cardinals announced on August 4 that the largest brewer in the United States has agreed to a 20-year extension of its long-term marketing agreement with one of Major League Baseball's most storied franchises. The agreement provides Anheuser-Busch with exclusive alcohol beverage sponsorship on all Cardinals radio and TV broadcasts, promotions, use of the team logo, and stadium signage, including naming rights for the new stadium.

When the Cardinals' new ballpark opens in April 2006, it will be called “Busch Stadium,” carrying on a tradition that started more than 50 years ago.

“This is a proud day for all of us at Anheuser-Busch,” said August A. Busch IV, president, Anheuser-Busch, Inc. “Our company has an enduring, half-century partnership with the Cardinals. We're thrilled to continue this relationship for the passionate fans of this great team and because the Cardinals mean so much to all of us in our hometown.

“By extending our agreement and keeping our name on the stadium, we want the
St. Louis community and all Cardinals' fans – who are the best in baseball – to know that we are committed to being a player in this team's success for many years to come.”

The new ballpark will be the third to bear the name “Busch Stadium,” and in 2006 the Cardinals will be the only current Major League Baseball team still based in its original city to have played in three different stadiums of the same name. In 1953, a year after Anheuser-Busch purchased the Cardinals, the company bought Sportsman's Park and renamed it “Busch Stadium.”

The company was instrumental in building a new downtown stadium in the mid-1960s, and named it “Busch Memorial Stadium” when it opened in 1966. The Cardinals will continue to play there until they move to the new ballpark.

“Anheuser-Busch has played a vital role in the Cardinals proud history for more than 50 years, and we're honored to continue this partnership for the next 20 years,” said William O. DeWitt Jr., chairman of the board, St. Louis Cardinals. “From the day we began planning for the new ballpark, we wanted to keep the name ‘Busch Stadium.' August Busch IV and Anheuser-Busch share our vision for continuing that tradition for our great fans and the entire St. Louis community.”

DeWitt and Tony Ponturo, vice president of Global Media and Sports Marketing, Anheuser-Busch, Inc., announced the agreement at a press conference today near the construction site of the new stadium, adjacent to the current “Busch Stadium.” Featured guests included Cardinals Hall of Famers Stan Musial, Red Schoendienst, Lou Brock and Bob Gibson, and current Cardinals All-Stars Albert Pujols and Scott Rolen. Anheuser-Busch also treated hundreds of construction workers who are building the new stadium to lunch and a commemorative six-pack of fresh Budweiser with an Aug. 4 Born-On Date to take home with them in honor of the announcement.

When Anheuser-Busch sold the Cardinals to the current owners in 1995, the two agreed to a marketing relationship that allowed the brewer be the exclusive alcohol advertiser in: all team broadcasts on radio, local network and cable TV; interior and exterior stadium signage – including stadium naming rights; use of the Cardinals logo; and team promotions. Today's announcement marks the extension of this existing agreement for the next 20 years. Terms of the deal were not announced.

“When you think of the Cardinals, you think of a winning tradition and all the great players who have worn our uniform. But the team and our great fans also think of Anheuser-Busch and the contributions the company has made to our success for over a half century,” Cardinals President Mark Lamping said. “It just wouldn't be ‘Cardinals baseball' without ‘Busch Stadium' and the playing of ‘Here Comes the King' during the game.”

Three large “Busch Stadium” signs will be placed above the main entrances on the outside of the new field. Inside the stadium, Budweiser and Bud Light brand signage will appear prominently, including over the scoreboard, above the press box and on the outfield wall, and “Busch Stadium” images will appear at various locations.

Groundbreaking for the new stadium took place on January 17. The Cardinals are scheduled to begin playing in the new “Busch Stadium” in April 2006.

Following the press conference, Anheuser-Busch planned a rally to celebrate the announcement for its approximately 5,000 St. Louis-based employees at the St. Louis Brewery complex. One lucky employee will be selected in a random drawing to throw out the first pitch at the Cardinals game against the Montreal Expos tonight.

Based in St. Louis, Anheuser-Busch Cos. Inc. is the leading U.S. brewer and holds a 50 percent share in Grupo Modelo, Mexico's leading brewer. In a survey of 10,000 business leaders and securities analysts, Anheuser-Busch ranked first overall in quality of products and services among nearly 600 companies researched in FORTUNE magazine's 2004 “America's Most Admired Companies” listing. Anheuser-Busch Inc. is the company's U.S. beer subsidiary. Anheuser-Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is the world's largest recycler of aluminum beverage containers.

Anheuser-Busch is the official sponsor of Major League Baseball and sponsors 24 Major League teams based in the United States, including the Cardinals.


06 August, 2004