/// Major League Baseball and Anheuser-Busch Renew Sponsorship Pact

August 22, 2012  |  Media Week

Major League Baseball and Anheuser-Busch InBev today announced a continuation of their 33-year relationship, finalizing an extension that locks in the brewer as baseball’s official beer sponsor through 2018. While financials were not disclosed, analysts estimate that the current deal is worth upward of $40 million per season, roughly half of which is devoted to TV advertising and promotional commitments. The deal officially kicks in next season, but a new wrinkle will be rolled out in October. Per terms of the agreement, A-B will be the presenting sponsor of the MLB’s inaugural single-elimination wild card playoff games, which will air Oct. 5 on TBS. In keeping with the new agreement, Budweiser has also invested in 30-second spots that will air during TBS’ wild card coverage. (The last time TBS hosted a one-game play-in was on Oct. 6, 2009, when the Twins beat the Tigers in 12 innings in front of a national TV audience of 6.54 million viewers.) A-B will also sponsor the league’s opening week in April and a concert series to be held at the MLB Fan Cave , which occupies the old Tower Record space at Broadway and East 4th Street in Manhattan.

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Major League Baseball and Anheuser-Busch Renew Sponsorship Pact

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