Anheuser-Busch Brands Bow NFL Team-Specific Packaging

ST. LOUIS -- 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 favorite team.

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, v.p., global media and sports marketing. "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.

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