Friday, February 24, 2012
Budweiser's role at Daytona grows
Budweiser and Daytona International Speedway announced on Friday the beer brand will take on an enhanced role in NASCAR’s season opening festivities.
Beginning with the 2013 season, Budweiser will become the official title sponsor of Speedweeks – the 10-day stretch of stock-car races from the Shootout to the Daytona 500. Budweiser also will secure entitlement of the Budweiser Duel at Daytona, the two 150-mile qualifying races that determine the starting lineup for the Daytona 500. These enhancements to Budweiser’s partnership with DIS will replace the brand’s existing entitlement of the season-opening, non-points Shootout, which concluded this season.
“Speedweeks at Daytona International Speedway marks the official start of the NASCAR season, and the opportunity to expand our presence throughout the ten-day event puts Budweiser even more in the thick of it all,” said Brad Brown, vice president of sports & entertainment marketing, Anheuser-Busch. “The Shootout has been an important element of our NASCAR program for 34 years, but this opportunity to enhance our partnership makes Budweiser even more relevant to our consumers as well as the fans of the Daytona 500.”
As part of the sponsorship, Budweiser will also receive the presenting sponsorship of the Daytona 500 pre-race broadcast show. The brand will also receive increased access for consumer hospitality events, including naming rights to the 5th Turn hospitality area throughout Speedweeks.