COLLEGE STATION, Texas – Anheuser-Busch and the Texas A&M Aggies usher in the 2016-17 athletic season with a brand-new, elevated partnership that extends well beyond A-B’s previous media-only relationship. The multi-year agreement provides significant opportunities for the company with loyal Aggie fans and is designed to mirror the high-level, deeply integrated partnerships it currently shares with professional sports leagues and teams.
Anheuser-Busch moves into the season escalating its Texas A&M Athletics’ partnership with university rightsholder Learfield, navigating its increased visibility within on-campus athletic venues.
“Without a doubt, Texas A&M University is known for its dynamic reputation, rich tradition and passionate fan base, and for those reasons and more we have selected College Station as home base to roll out our collegiate platform,” said Nick Kelly, director, experiential-sports at Anheuser-Busch. “We’re excited about teaming with the Aggies and looking forward to aligning our own brand with the one-of-a-kind Texas A&M brand on game day and beyond. We always want fans to enjoy game day but also to remember to drink responsibly. Gig ‘em!”
The partnership, while it encompasses all sports, centers primarily around significant A-B branding and marketing at various fan and premium seating areas at Kyle Field during football season and baseball’s Blue Bell Park. Additionally, A-B receives valuable assets such as use of marks, digital and signage presence throughout the partnership term.
Specifically, All American Club at Kyle Field will be presented by Bud Light, a new element to the A-B partnership with Texas A&M. This 25,600-square-foot Club featuring an expansive bar, outdoor balcony and other amenities is accessible to All American Club ticket holders, Legacy Club ticket holders, Prime Suite and Legacy Suite ticket holders. On the west side of the stadium, A-B will have extended presence at Victory Plaza – the landscaped, upscale tailgating area for alumni, donors and premium ticket holders.
Also, at Blue Bell Park’s Cox Diamond Club, Bud Light will serve as presenting sponsor and have an extended presence. Beyond campus, Learfield and the local wholesaler is assisting Anheuser-Busch with heightened visibility within the College Station community as it is now permissible for Bud Light to utilize the Aggies’ primary logo on in-market creative.
“The college platform we’re helping Anheuser-Busch build marks a first for their brand, and in many ways is innovative for Texas A&M and its fan base,” said Learfield Senior Vice President Andrew Wheeler. “While we’re diligently creating what will be an incredible partnership between two iconic brands, we feel certain what we’ve created will resonate well with the 12th Man loyalists.”
For more than 160 years, Anheuser-Busch and its world-class brewmasters have carried on a legacy of brewing America’s most-popular beers. Starting with the finest ingredients sourced from Anheuser-Busch’s family of growers, every batch is crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees. Best known for its fine American-style lagers, Budweiser and Bud Light, the company’s beers lead numerous beer segments. Budweiser and Bud Light Lime Lime-A-Rita were named Brands of the Year for the Beer and the Spirits, Malt Beverages and Wine categories, respectively, by Ace Metrix® in 2014. Anheuser-Busch is the U.S. arm of Anheuser-Busch InBev and operates 19 local breweries, 21 distributorships and 23 agricultural and packaging facilities across the United States. The company committed to investing more than $1.5 billion in its U.S. brewing, agriculture, packaging and distributing operations by 2018. Its flagship brewery remains in St. Louis, Mo., and is among the global company’s largest and most technologically-capable breweries. Visitor and special beermaster tours are available at its St. Louis and five other Anheuser-Busch breweries. For more information, visit www.anheuser-busch.com.
An industry leader for more than four decades, Learfield has a deep presence in the college athletics landscape nationwide. In addition to Texas A&M, it manages the multimedia and sponsorship rights for 120 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the prestigious Learfield Directors’ Cup. Learfield also provides its collegiate partners access to professional concessions and ticket sales; licensing and trademark consulting; digital and social platform expertise; and venue and technology systems through its affiliated companies. For more information, visit www.learfieldsports.com.