The San Francisco 49ers have signed a 10-year sponsorship agreement with brewing giant Anheuser-Busch.
The deal, which will begin in 2014, will see the brewers' Bud Light beer brand designated as the NFL franchise's exclusive malt beverage partner and a founding partner of the team’s new 68,500-seater Santa Clara Stadium.
As part of the deal, in addition to prominent brand exposure through digital and permanent signage, Bud Light will receive entitlement to the $1.2 billion venue’s fan deck, an interactive area located on the north side of the stadium under the scoreboard.
Anheuser-Busch becomes the sixth founding partner following previous tie-ups with Violin Memory, Brocade, Sony, SAP and, most recently, NRG Energy.
The 49ers, who take on the Baltimore Ravens in Super Bowl XLVII this weekend, intend to secure a total of 10 founding partners for their new state-of-the-art home, which is expected to be ready in time for the 2014 NFL season.
Financial terms of the founding partner agreements are not disclosed, however deals of this stature typically go for a substantial seven-figure annual sum.
49ers chief executive Jed York said: "We are thrilled to be partnering with Bud Light at the new stadium.
“We look forward to working with them and utilising their expertise to roll out unique and exclusive promotions for our fans, both on game day and at Bay Area retail outlets throughout the year."
Vice President of media, sports and entertainment marketing at Anheuser-Busch, Blaise D’Sylva, added: “This is a great opportunity for Bud Light to secure exclusivity with one of the league’s premier franchises, and ensure the brand is well-represented in the team’s new state-of-the-art stadium."
The 49ers have played at Candlestick Park since 1971 but the Santa Clara Stadium has been in the pipeline since early last year. The process has not been straight forward for the California franchise as, in July, the 49ers filed a law suit against the Santa Clara County board.
Posted on 31/01/2013