Daytona unveils major Budweiser extension
American Brewing firm Anheuser-Busch will continue its major sponsorship agreement with the Daytona International Speedway, having signed a multi-year renewal with the International Speedway Corporation (ISC)-operated track.
The company’s Budweiser brand will remain the exclusive official beer sponsor of the Daytona International Speedway and title sponsor of Budweiser Shootout – the invitational exhibition event held at the track the week before the Daytona 500, the first race of the Nascar Sprint Cup Series. Budweiser became title sponsors of the non-points Shootout in 1979, before partnering with the Daytona International Speedway as the official beer sponsor in 2006.
Budweiser will retain strong brand presence under the new agreement, including signage rights at all events that take place at the Daytona International Speedway. These include the Daytona 500 and the Coke Zero 400 in the Sprint Cup and the Camping World 300 and Subway Jalepeno 250 in the Nationwide Series. The infield concession area at the track, the Budweiser Bistro, and the Budweiser Party Porch will also continue to feature the lager brand’s name in their titles.
It is unclear how much Budweiser pays for the sponsorship. Reputable media reports suggested it would involve a multi-million dollar annual fee. However, a senior industry source placed the value at closer to US$500,000 per year in a deal expected to last at least three years.
“Daytona International Speedway and Budweiser share a storied history together dating back to the late 1970s, and Budweiser has always had a strong connection with race fans around the world,” commented Daytona International Speedway president Joie Chitwood III. “This is the longest-standing partnership for Daytona International Speedway and we will continue to build on its success well into the future.”
The most notable addition to the current sponsorship contract will see Budweiser become a non-exclusive promotional partner of the Homestead-Miami Speedway, another ISC track, in 2012. This will include hospitality assets, race tickets and various marketing strategies including ticket giveaways at the 65,000 capacity venue.
“We are proud to now count Budweiser as one of our strategic clients,” stated Homestead-Miami Speedway president Matt Becherer. “Our focus will continue to be delivering business value for all of our strategic partners while also delivering a first-rate experience for our fans. This new partnership with Budweiser will allow us to expand those efforts and we could not be more thrilled to work with them.”
Mark Wright, vice president of media, sports & entertainment marketing of Anheuser-Busch added: “Our partnership with Daytona International Speedway dates back more than 30 years, and we’re very excited to continue our role at some of the biggest races on the Nascar calendar. The addition of Homestead-Miami Speedway will also provide us another opportunity to connect with Nascar fans, ensuring Budweiser has a presence at the beginning and end of every season.”