A-B Going The Distance, Extends Deal WIth Daytona Speedway, Daytona 500
Friday, November 20, 2015 at 01:56AM
NYSportsJournalism.com in Anheuser-Busch, Auto Racing, Daytona 500, Daytona Speedway, Nascar, sports marketing

Special to NYSportsJournalism.com

November 19, 2015: Anheuser-Busch has signed a multi-year deal with Daytona International Speedway that extends its status as the exclusive official beer sponsor of DIS and the Daytona 500.

Under terms of the partnership, Anheuser-Busch will also get naming rights to four locations within the new version of the motor sports stadium as part of the $400 million Daytona Rising redevelopment project, which is scheduled to open in January 2016.

Financial terms were not disclosed.

The 58th running of the Daytona 500 is scheduled for Feb. 21, 2016.

This represents the longest-standing partnership for DIS.

"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 in a statement.

"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," said Kelly.

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.

Anheuser-Busch recently said it would switch sponsorship for Nascar driver Kevin Harvick and the No. 4 team of Stewart-Haas Racing from Budweiser to its Busch portfolio for select races during the 2016 Nascar Sprint Cup Series season, beginning with the Sprint Unlimited at DIS on Feb. 13.

In conjunction with that, Anheuser-Busch said it would "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 TV spots leading up to the Daytona 500.

According to Joie Chitwood III, president for Daytona International Speedway, "We're thrilled to kick off the next chapter of our long-standing partnership with Anheuser-Busch. Our new motorsports stadium will provide enhanced opportunities to market their brands and connect with race fans."

At the conclusion of the redevelopment, which officially broke ground in July 2013,  Daytona International Speedway will have approximately 101,000 permanent, wider and more comfortable seats, twice as many restrooms and three times as many concession stands.

In addition, the Speedway will feature more than 60 luxury suites with track side views and a completely revamped hospitality experience for corporate guests, according to DIS.

Back to Home Page

Article originally appeared on NYSportsJournalism.com (http://www.nysportsjournalism.com/).
See website for complete article licensing information.