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ST. LOUIS -- Bud Light is continuing its sponsorship of the National Football League, proclaiming this season -- which kicked off Sept. 5 at MetLife Stadium in E. Rutherford, N.J. -- the "Year of the Fan." Its company's multichannel sponsorship activities include a new Bud Light Fantasy Football League, Hispanic Heritage Month, and tickets for life.
"Our multi-touch sponsorship will provide everything the NFL fan needs to have a stellar season," said Mike Sundet, vice president, Bud Light. "From in-store promotions and digital activations, to on-site activities and the return of Bud Light Hotel at Super Bowl XLVII, our goal is to make the excitement of the upcoming season even better."
Bud Light kicked off its season earlier this month with the launch of the Bud Light Fantasy Football League. The game gives Bud Light drinkers a chance to compete for hundreds of prizes, including Super Bowl tickets, by building their ultimate fantasy roster with special codes printed on more than two billion specially marked Bud Light bottles.
In addition to serving as the official beer sponsor of the NFL, Bud Light has local sponsorship agreements with 28 of the 32 NFL teams. The brand celebrated the start of the season by unveiling special packaging to help fans get into the "Year of the Fan" spirit. NFL- and team-branded 12-packs of cans will feature innovative tactile packaging that feels like a football. The cans will feature the NFL Shield, and team-specific cans will be available in their respective markets. Commemorative aluminum bottles of Bud Light will also feature the NFL Shield. Secondary packaging will feature similar elements, as well as NFLShop.com discounts, according the company.
Bud Light is also the presenting sponsor of the NFL's celebration of Hispanic Heritage Month, and will partner with the NFL and Hispanic Heritage Foundation for the second annual NFL Hispanic Heritage Leadership Awards Presented by Bud Light. As part of Bud Light Latino's larger Carne Asada program, Chef Aaron Sanchez will also help promote Futbol Americano with a tailgate tour and cross-merchandising program.
To extend the "Year of the Fan" beyond just this season, NFL fans have the opportunity to win two tickets and a parking pass to every home NFL game for the rest of their lives through Bud Light's Football Tickets for Life promotion. Consumers age 21 and over can enter through Bud Light's Facebook page until Jan. 11, 2013, and the winner will be announced prior to Super Bowl XLVII in New Orleans.
Bud Light will also host Recycling Zones during tailgates in nine NFL markets: Detroit, Philadelphia, Washington D.C., Atlanta, Jacksonville, Miami, Houston, Kansas City and San Francisco. Fans will be encouraged to participate in the recycling activities at the tailgating areas, and all activations will lead up to America Recycles Day on Nov. 15.