Budweiser Renew as Major Daytona Sponsor

By Community | May 25, 2011

Leading American Brewing firm Anheuser-Busch has announced a renewal of its major sponsorship agreement with the Daytona International Speedway, sales having signed a multi-year deal 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. Budweiser will also retain strong brand presence under the new agreement, including signage rights at all events that take place at the Daytona International Speedway. 

A senior industry source placed the value at close to US$500,000 per year in a deal expected to last at least three years.

Daytona International Speedway president Joie Chitwood III stated: “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. 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 change to the current sponsorship contract will see the company become a non-exclusive promotional partner of the Homestead-Miami Speedway, another ISC track, in 2012.

Homestead-Miami Speedway president Matt Becherer said: “We are proud to now count Budweiser as one of our strategic clients. 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.”

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