US brewing giant Anheuser-Busch has agreed a multi-year extension to its long-running partnership with motor racing venue Daytona International Speedway.
The new contract extends the company’s status as the exclusive beer sponsor of DIS and the Daytona 500, the showpiece race of the Nascar stock-car racing series. The partnership will also provide Anheuser-Busch with naming rights to four locations within the new motorsports stadium as part of the Daytona Rising redevelopment project, which is scheduled to open in January 2016.
Two of the bar locations will be featured in the new ‘World Center of Racing’ central ‘neighbourhood’ zone and concourses, while the other two will be located in other parts of the stadium. All four locations will enable Anheuser-Busch to advertise multiple brands from its portfolio of beers including Busch, Budweiser, Bud Light and Stella Artois. Anheuser-Busch will also retain naming rights to the infield area – the Budweiser Bistro.
“Daytona International Speedway has been a tremendous partner for Anheuser-Busch ever since we first introduced the Busch Clash back in 1979, which was held each year at DIS the week prior to the Daytona 500,” Nick Kelly, director of experiential marketing for Anheuser-Busch, said. “We’re looking forward to continuing this relationship that allows us to have a significant marketing presence at the track, and now we’ll be able to deliver an elevated experience to our fans as a result of the Daytona Rising project.”
Anheuser-Busch’s partnership with DIS continues a period of investment and rededication to the sport of motor racing. The Busch family of beers recently announced it is reigniting its storied past in Nascar by sponsoring Kevin Harvick and the No. 4 team of Stewart-Haas Racing for select races during the 2016 Sprint Cup Series season beginning with the Sprint Unlimited at DIS on February 13.
In conjunction, Anheuser-Busch will employ a comprehensive marketing approach to celebrate Busch’s return to the sport of racing, including on-track, experiential, in-market and retail activations, as well as television spots leading up to the Daytona 500.
The Anheuser-Busch deal represents the longest-standing partnership for DIS.