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Anheuser-Busch extends with Kansas City Chiefs

The NFL’s Kansas City Chiefs has extended its exclusive partnership agreement with beer group Anheuser-Busch and its Bud Light brand.

As part of the extension, a new stadium-based hospitality asset will be introduced behind the east endzone of Arrowhead Stadium.

‘The Bud Light Touchdown Club’ is a lounge with bar tables, bar stools and includes fully-stocked fridges with free Anheuser-Busch products as well as non-alcoholic beverages.

Additional elements of the extension include ‘Bud Light Friendship Tests’ – a social media series where Chiefs players test their knowledge about each other – and an activation around the ‘Dilly Dilly Cam’ – an in-stadium video feature capturing fans enjoying Bud Light.

The extension includes the Bud Light “Responsibility Has Its Rewards” programme whereby fans over 21-years-old who sign up as designated drivers receive a free soft drink coupon.

The Chiefs have placed in the top five in designated driver sign-ups since 2010 and led the NFL in 2015.