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NEW YORK — Anheuser-Busch (A-B) has entered 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 race.
A-B will have naming rights to four bar locations within the new motorsports stadium as part of the DAYTONA Rising redevelopment project, which is scheduled to open in January 2016. It will also retain naming rights to the infield area known as the Budweiser Bistro.
Two of the four bars will be featured in the new "World Center of Racing" central "neighborhood" zone and concourses, while the other two will be located in other parts of the stadium. All four sites will enable A-B to advertise multiple brands from its portfolio, including Busch, Budweiser Bud Light and Stella Artois.
"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."
A-B's partnership with DIS continues a period of investment and rededication to the sport of racing, the company said. The Busch family of beers recently announced it will sponsor NASCAR driver Kevin Harvick and the No. 4 team of Stewart-Haas Racing for select races during the 2016 NASCAR Sprint Cup Series season, starting with the Feb. 13 Sprint Unlimited at DIS, as CSNews Online previously reported.
In conjunction with this, A-B plans to employ a comprehensive marketing approach to celebrate Busch's return to racing, including on-track, experiential, in-market and retail activation, along with 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 DIS President Joie Chitwood III. "Our new motorsports stadium will provide enhanced opportunities to market their brands and connect with race fans."