Bud Kicks Off Football Season With NFL Packaging

Cans will feature 28 teams

Published in CSP Daily News

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 [image-nocss] Light tailgate parties, Budweiser Fan Zones and cobranded Tail Gators.

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 of global media and sports marketing for St. Louis-based Anheuser-Busch Inc. We have stepped up our activation around football in 2005 to create excitement during fan-centered activities and to strengthen our positionamong 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 12million cases of Budweiser and Bud Light aluminum cans. Team-specific packaging launches today, 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.

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 will maintain its exclusive advertising presence on ABC's broadcast of Super Bowl XL on February 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.

Budweiser/Bud Light-sponsored NFL teams include:

Atlanta Falcons Arizona Cardinals Buffalo Bills Baltimore Ravens Carolina Panthers Cincinnati Bengals Cleveland Browns Denver Broncos Detroit Lions Houston Texans Indianapolis Colts Jacksonville Jaguars Kansas City Chiefs Miami Dolphins New England Patriots New Orleans Saints New York Giants New York Jets Oakland Raiders Philadelphia Eagles Pittsburgh Steelers* San Diego Chargers San Francisco 49ers Seattle Seahawks St. Louis Rams Tampa Bay Buccaneers Tennessee Titans Washington Redskins