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Mar152012

Anheuser-Busch's Budweiser Renews, Extends Deal With USOC, Team America

Special to NYSportsJournalism

March 15: Anheuser-Busch has signed a deal to expand and extend its Budweiser brand's alliance with the U.S. Olympic Committee.

Budweiser will now be the  exclusive malt beverage sponsor of the USOC and Team USA through 2016. Financial terms were not disclosed.

Budweiser has been an Olympic supporter for 14 Olympic Games and Olympic Winter Games, dating back to its status as the official beer sponsor of the Los Angeles 1984 Olympic Games, according to the company.

Budweiser's current Olympic activations support the USOC and Team USA's efforts for the 2012 Summer Games in London. The brand said it would have "significant media buys on NBC and affiliated networks during the Olympic Games."

According to Rob McCarthy, vice president for Budweiser, "Team USA athletes define commitment to excellence and we are proud to show our support for them as they represent the United States in competition. With the London 2012 Games only months away, Budweiser will join all Americans in celebrating the success of Team USA."

"Budweiser's commitment will allow our athletes to compete to the very best of their ability, and that is what the Olympic Movement is all about."

The beer brand will sponsor the U.S. Olympic Team Trials for diving in Federal Way, Wash. June 17-24; swimming in Omaha, Neb., June 25-July 2; and gymnastics in San Jose, Calif., from June 28-July 1.

Among other support, Budweiser has on-site entitlement of the Bud Deck at the London USA House, a private facility that hosts members of the USOC, the U.S. Olympic Team, corporate partners, sponsors, suppliers and licensees.

Budweiser also said it would feature five U.S. Olympic hopefuls on point-of-sale retail materials and will introduce a limited edition Olympic-themed 16 oz. aluminum bottle in June. The athletes are  Tony Azevedo (water polo), Jordan Burroughs (wrestling), Sarah Groff (triathlon) and Hyleas Fountain and Leo Manzano (both track & field).

"This is great news for Team USA," said Scott Blackmun, USOC CEO, said in a statement. "Budweiser has a long history with us, and we are grateful for their continued support of our U.S. Olympic and Paralympic athletes. Budweiser's commitment will allow our athletes to compete to the very best of their ability, and that is what the Olympic Movement is all about."

Other USOC partners include 24 Hour Fitness, Allstate, AT&T, BMW North America, BP, Citi, The Hartford, Hilton, Kellog's, Nike, Ameritrade and United Airlines.

In addition to the USOC partnership, Budweiser is the official beer sponsor of the U.S. Soccer Federation and the U.S. Ski and Snowboarding teams.

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