ANHEUSER-BUSCH has signed a 10-year deal as a founding partner of the New Santa Clara Stadium, the new home to the National Football League (NFL)’s San Francisco 49ers.
Under the deal, the Bud Light brand is the official malt beverage partner of the team at the 68,500-seat facility, which is expected to be ready in time for the 2014 season.
Bud Light will receive entitlement to the New Santa Clara Stadium’s fan deck, an interactive area located on the north side of the stadium under the scoreboard.
Additionally, Bud Light will be featured through digital and permanent signage throughout the venue.
“This is a great opportunity for Bud Light to secure exclusivity with one of the league’s premier franchises, and ensure the brand is well-represented in the team’s new state-of-the-art stadium,” said Blaise D’Sylva, vice president of media, sports & entertainment marketing, Anheuser-Busch.
In terms of activation, the progarmme includes the implementation of a safe-ride home campaign, which will encourages fans to pledge to be designated drivers at the “Bud Light Good Sport” booth and rewards them for getting their family and friends home safely from the game.
Anheuser-Busch is the stadium’s sixth founding partner, along with NRG Energy, Brocade, SAP, Sony and Violin Memory.