Anheuser-Busch announced a multi-year partnership renewal with Daytona International Speedway (DIS) that extends its status as the exclusive official beer sponsor of DIS and the DAYTONA 500. The partnership will also provide Anheuser-Busch with naming rights to four locations within the new motorsports stadium as part of the DAYTONA Rising redevelopment project, which is scheduled to open in January 2016.
Two of the bar locations to be featured in the new “World Center of Racing” central “neighborhood” zone and spacious concourses, while the other two will be located in other parts of the stadium. All four locations will enable Anheuser-Busch to advertise multiple brands from its portfolio of beers including Busch, Budweiser Bud Light and Stella Artois. Anheuser-Busch will also retain naming rights to the infield area – the Budweiser Bistro.
“Daytona International Speedway has been a tremendous partner for Anheuser-Busch ever since we first introduced the Busch Clash back in 1979, which was held each year at DIS the week prior to the DAYTONA 500,” said Nick Kelly, director of experiential marketing, Anheuser-Busch. “We’re looking forward to continuing this relationship that allows us to have a significant marketing presence at the track, and now we’ll be able to deliver an elevated experience to our fans as a result of the DAYTONA Rising project.”
Anheuser-Busch’s partnership with DIS continues a period of investment and rededication to the sport of racing. The Busch family of beers recently announced it is reigniting its storied past in NASCAR by sponsoring Kevin Harvick and the No. 4 team of Stewart-Haas Racing for select races during the 2016 NASCAR Sprint Cup Series season beginning with the Sprint Unlimited at DIS on Feb. 13. In conjunction, Anheuser-Busch will employ a comprehensive marketing approach to celebrate Busch’s return to the sport of racing, including on-track, experiential, in-market and retail activations, as well as TV spots leading up to the DAYTONA 500.
“We’re thrilled to kick off the next chapter of our longstanding partnership with Anheuser-Busch,” said Daytona International Speedway President Joie Chitwood III. “Our new motorsports stadium will provide enhanced opportunities to market their brands and connect with race fans.”
Anheuser-Busch shares a rich history with the sport of racing as well as DIS, dating back to the late 1970s. This represents the longest-standing partnership for DIS.