E-Malt.com News article: USA: Anheuser-Busch announces 'Bud Light Bull Riders' as part of professional bull riding sponsorship

Anheuser-Busch announced on October 24 that to help kick off the 2005 Professional Bull Riding World Finals, Bud Light, the world's best- selling light beer will sponsor highly ranked PBR riders Justin McBride, Brendon Clark and Jake McIntyre in addition to renewing Ross Coleman's sponsorship, to create the "Bud Light Bull Riders" team -- a broad representation of some of the best professional bull riders in the world.

The "Bud Light Bull Riders" consists of an impressive mix of bull riding talent. Newly signed McBride of Elk City, Okla., currently ranks No. 1 in the world; McIntyre of Zolfo Springs, Fla., is a strong favorite for this year's "PBR Rookie of the Year;" and Clark of Morpeth in New South Wales, Australia, is known for regularly placing in the top 10 at worldwide PBR events. Coleman of Redmond, Ore., is widely recognized for successfully riding Jerry Nelson's bull Copenhagen Tuff E. Nuff for $100,000 during the 2001 Mossy Oak Shootout in Columbus, Ohio -- the largest cash prize awarded for a single bull ride in PBR history.

"Their fun and energetic personalities are a great fit for Bud Light, and this sport is all about the unexpected -- everything that Bud Light stands for," said Tony Ponturo, vice president, Global Media and Sports Marketing, Anheuser-Busch, Inc. "These sponsorships also reinforce our long-time support of the PBR, and allow us to reach a social crowd of adult beer drinkers."

Bud Light's sponsorship of the newly formed "Bud Light Bull Riders" team includes representing the brand through personal appearances, wearing the Bud Light logo during competitions and being featured on Bud Light point of sale and other marketing materials.

"I am happy to continue working with Bud Light, and with the opportunity to bring some of my bull riding buddies on board to form the 'Bud Light Bull Riders,'" said Coleman, who has been with Bud Light as a professional bull rider since 2001. "They are among the toughest and best in the sport, and we all look forward to kicking back together with some nice cold Bud Lights after a hard ride."

The "Bud Light Bull Riders" will sign autographs for fans on Friday, October 28 and Friday, November 4 between noon and 1 p.m. at the House of Blues inside the Mandalay Bay Hotel, Las Vegas.

Since 1994, Bud Light has been a sponsor of the PBR and has helped the tour grow from eight to 31 nationally televised bull-riding events this season. This year, the brand continues to serve as "Official Beer Sponsor" and is hosting a "Bud Light One Night Stand" concert featuring Blues Traveler at 7 p.m. on October 28 at the House of Blues to kick off the 2005 PBR World Finals.

Brewed by Anheuser-Busch, Bud Light is the world's best-selling light beer, and the best selling beer in the United States.

Based in St. Louis, Anheuser-Busch (NYSE: BUD - News) is the leading American brewer holding 50 percent of the U.S. beer market. The company is American- owned and brews the world's largest-selling beers, Budweiser and Bud Light. Anheuser-Busch ranked first in the U.S. beverage industry in FORTUNE magazine's 2005 "America's Most Admired Companies" and in the top 30 on FORTUNE's 2005 "Global Most Admired Companies" list. The company 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. For more information, visit http://www.anheuser-busch.com.


25 October, 2005