BUDWEISER RENEWED its commitment to the US Olympic Committee (USOC) this week, agreeing a four-year sponsorship extension until 2016.
The Anheuser-Busch brand previously paid around $20m for USOC partnership status between 2004 and 2007 but renewed for much less, around $10m, for the 2008 to 2011 cycle.
Frontloaded values Budweiser’s investment for the next four years, which will incorporate London 2012 and the Sochi 2014 Winter Olympics, at between $3m and $4m per year.
In line with previous agreements, Budweiser will support its sponsorship with media buys on NBC, USOC’s broadcast partner, and affiliated networks during the Olympic Games.
This means Budweiser’s USOC marketing spend could reach the $30m mark, close to similar deals struck with other USOC partners Citi and AT&T, although AT&T remains the only major partner yet to renew for the latest rights cycle.
Additionally, Budweiser will receive entitlement of the Bud Deck at the London 2012 USA House, a private facility that hosts members of the USOC, the US Olympic Team, corporate partners, sponsors, suppliers and licensees.
The Budweiser renewal leaves the USOC in good commercial shape heading towards the summer, having also renewed partnerships with BP and Nike in 2011, as well as adding new sponsorship partners to the USOC family, including Chobani Yoghurt, Oakley, Kellogg’s and DeVry.
Brad Brown, the St-Louis, Missouri-based VP, Sports and Entertainment Marketing for Anheuser-Busch, was responsible for brokering the deal with the US Olympic Committee.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG