Daytona Beach, FL – Budweiser and its family of beers aren’t going anywhere at Daytona International Speedway.
Anheuser-Busch – the parent company of Budweiser – announced the extension of its partnership agreement with DIS on Thursday, keeping the company as the “Official Beer Sponsor” of the Speedway and the Daytona 500.
Financial terms were not disclosed, but DIS President Joie Chitwood III says it is a multi-year deal.
“We’re thrilled to kick off the next chapter of our longstanding partnership with Anheuser-Busch,” Chitwood added. “Our new motorsports stadium will provide enhanced opportunities to market their brands and connect with race fans.”
The deal gives Anheuser-Busch naming rights to 4 locations within the new motorsports stadium once the Daytona Rising project wraps up early next year.
Nick Kelly – the Director of Experiential Marketing at Anheuser-Busch – says 2 of the locations will be at bars in the social gathering areas known as “neighborhoods” and concourses.
“Daytona International Speedway has been a tremendous partner for Anheuser-Busch ever since we first introduced the Busch Clash back in 1979,” Kelly added. “Now we’ll be able to deliver an elevated experience to our fans as a result of the Daytona Rising project.”
Anheuser-Busch – the longest-standing corporate partnership DIS has – will also keep the naming rights to the infield area known as the Budweiser Bistro.
Copyright 2015 Southern Stone Communications.