Sat, 3 Nov 2007, 06:26 PM Budweiser Renews as Official Beer of NHRA

Courtesy of NHRA Communications

GLENDORA, Calif. -- Budweiser and the NHRA have renewed their decades-long partnership that will keep the brewer of the world's best-selling beers front and center in one of the fastest growing forms of motorsports in America.

As part of the multi-year agreement, Budweiser will maintain its high visibility at all NHRA POWERade Series venues and markets, including point-of-sale materials and consumer ticket promotions, autograph signings and appearances, trackside promotions, advertising on the at-track jumbotron, and print advertising in a variety of NHRA publications. Budweiser also will continue its popular "Race The King" radio promotion in race markets, which offers adult fans the opportunity to race down the quarter-mile against Brandon Bernstein, pilot of the Bud King Top Fuel dragster.

"Drag racing really is one of America's first 'extreme' sports, and Budweiser is proud to have been a part of the sport's growth over the past 25 years," said Tony Ponturo, vice president, global media and sports marketing, Anheuser-Busch, Inc. "Budweiser and its family of wholesalers are great fans of the sport, and our marketing programs around each race will continue to drive awareness for Budweiser's sponsorship of the NHRA and for the sport as a whole."

Budweiser's "Official Beer" status with the NHRA will now extend to more than three decades, making it one of the longest running league sponsorships in sports.

"We are very pleased that Budweiser has extended its official status with the NHRA," said Gary Darcy, senior vice president of sales and marketing, NHRA. "Budweiser is one of our longest-standing corporate partners and is an integral part of the success of the NHRA. We look forward to continuing that successful partnership and helping Budweiser achieve its strategic marketing objectives."

Budweiser entered drag racing in 1980 with the sponsorship of Kenny Bernstein's Funny Car, which became known as the Budweiser King Funny Car. Anheuser-Busch then further capitalized on the growing popularity of drag racing by signing on with the NHRA. Kenny passed the Budweiser/Lucas Oil dragster keys to Brandon in 2003, and two years later, Budweiser extended its contract with Bernstein and the Budweiser King Racing team through 2009. The 30-year partnership with the Bernstein family will eclipse Richard Petty's 29-year sponsorship by Scientifically Treated Petroleum (STP) to become the longest consecutive major team sponsorship in autosports history. Brandon Bernstein is enjoying a career season in 2007, with five wins in seven finals appearances.

Budweiser is the world's best-selling premium regular beer, and ranked first as the beer of choice among sports fans of every major league in a recent ESPN SportsPoll.

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