Budweiser Signs Multi-Year Promotional Partnership with Homestead-Miami Speedway
Budweiser will continue to serve as both the exclusive official beer sponsor of Daytona International Speedway and the entitlement sponsor for the Budweiser Shootout following a multi-year partnership renewal. As part of the agreement, Budweiser will also begin a non-exclusive promotional partnership with Homestead-Miami Speedway in 2012.
Under the terms of the agreement, Budweiser will maintain signage rights for all events at Daytona International Speedway including Speedweeks, the Daytona 500 and the Coke Zero 400, as well as the naming rights of the infield concession area – the Budweiser Bistro – and the Budweiser Party Porch located adjacent to the Superstretch.
“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,” Daytona International Speedway President Joie Chitwood III said. “This is the longest-standing partnership for Daytona International Speedway and we will continue to build on its success well into the future.”
Budweiser has served as the entitlement sponsor of the Budweiser Shootout, the star-studded non-points race that kicks off the stock car portion of Speedweeks, since 1979 when the event was originally known as the “Busch Clash.” Budweiser began serving as the official beer sponsor of Daytona International Speedway in 2006.
“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,” said Mark Wright, Vice President of Media, Sports & Entertainment Marketing, Anheuser-Busch. “The addition of Homestead-Miami Speedway will also provide us another opportunity to connect NASCAR fans, ensuring Budweiser has a presence at the beginning and end of every season.”
Budweiser’s promotional partnership with Homestead-Miami Speedway will include race tickets and hospitality assets with the purpose of activating in-market sweepstakes, facilitating ticket giveaways and capitalizing on a retail point-of-sale presence throughout the Florida region.
“We are proud to now count Budweiser as one of our strategic clients,” said 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.”