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07.2010

Massachusetts Beverage Business

archivedOnBeerReport

NFL GETS A NEW BEER

These are happy days for Bud Light. In one of the largest-ever league sponsorship deals, Bud Light will be the official beer of the NFL starting in 2O11. The deal is reportedly worth $1.2 billion over six years. Bud Light will replace Coors Light, which is brewed by rival MillerCoors, whose deal with the NFL expires after the 2O11 Super Bowl. A spokesman for MillerCoors said the company tried to reach a deal with the NFL but could not come to terms on the price. Anheuser-Busch is hardly a stranger to pro football. The brewer already sponsors 28 NFL teams and has advertised on 22 consecutive Super Bowls. Bring back the Bud Bowls!

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