E-Malt.com News article: USA: Anheuser-Busch kicks off 2005 football season with custom packaging for NFL teams

Budweiser and Bud Light, the “official beer sponsor” of 28 National Football League teams, will introduce team-specific packaging in team markets nationwide, allowing football fans to celebrate the 2005 season while showing support for their favourite team, Anheuser-Busch announced.

The Bud Family also will increase its broadcast commitments to include at minimum two ads in every NFL game broadcast this season, plus Alcohol Beverage Category exclusivity on the Super Bowl broadcast for the 18th consecutive season. Additionally, the 2005 football promotion includes Bud Light tailgate parties, “Budweiser Fan Zones” and co-branded “Tail Gators.”

“Anheuser-Busch is a proud sponsor of pro football and 28 NFL teams. Professional football is an important element in our overall marketing mix, and we will work to enhance our relationship with the teams, fans and networks throughout the season,” said Tony Ponturo, vice president, Global Media and Sports Marketing, Anheuser-Busch Inc. “We have stepped up our activation around football in 2005 to create excitement during fan-centered activities and to strengthen our position as the preferred beer among football fans.”

All 12 Anheuser-Busch domestic breweries will be involved in the team specific packaging campaign, which will produce more than 78 different packaging combinations on 12 million cases of Budweiser and Bud Light aluminum cans. Team-specific packaging launches on Aug. 22 in time for the key Labor Day selling period.

“Our investment in team-specific packaging demonstrates our commitment to the dedicated fans and teams of the National Football League,” Ponturo said. “Football fans are passionate about and loyal to their favorite team. Our custom packaging with individual team logos helps us tap into the excitement of the upcoming football season and reinforce to the fans our support of their team.”

Team-specific packaging will reach 27 of 28 NFL teams sponsored by Budweiser and Bud Light .

Budweiser and Bud Light will enjoy a significant presence on NFL broadcasts in 2005, including a minimum of two units per game for every game televised on ABC, CBS, FOX and ESPN during the 2005-2006 season.

Most notably, the Bud Family – winners of the USA TODAY Ad Meter poll for the best Super Bowl ad seven years running – will maintain its exclusive advertising presence on ABC’s broadcast of Super Bowl XL on Feb. 5, having secured 10 commercial units and four billboards. Additionally, the Bud Family will continue to be a sponsor of Monday Night Football, and plans to air up to five ads per game and two billboards.

“Anheuser-Busch feels that it’s important to be where the fans are, and the Super Bowl and NFL games are among the most recognized and most watched sports properties in the world,” Ponturo said. “Budweiser and Bud Light represent tradition, heritage and good times. The Super Bowl and NFL game broadcasts wouldn’t be the same without us.”

Anheuser-Busch also increased its presence on ESPN, securing for Bud Light the highly coveted pre-kick enhancement on Sunday night broadcasts. FOX will also see an increase in Bud and Bud Light’s presence, with a minimum of three commercial units per game and an animated billboard.

Continuing a nine-year tradition, Bud Light will host free, pep rally-style tailgate parties for adult consumers 21 and over. In conjunction with the local NFL team, the team’s official radio partner and the stadium concessionaire, Bud Light will offer activities such as live band performances, live radio and/or television pre-game remotes, special guest appearances by former players, radio personalities and the Budweiser Clydesdales, food and beverage and contests and giveaways, where legal.

The popular Budweiser Party Zone expands in 2005. Budweiser will host Party Zones inside the stadium during regular season games. Lucky consumers 21 and over can win game tickets in a special section and win select team merchandise through a sweepstakes promotion held in conjunction with participating radio and retail partners in select locations.



24 August, 2005