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Bud Light’s ‘Ultimate Fan Experience’ Provides Fans Access to the NFL

Brand Launches New Football-Dedicated Online Community ‘The Huddle’

ST. LOUIS – Bud Light is celebrating its first season as the official and exclusive beer of the National Football League by offering fans access to the biggest NFL events and new ways to connect with the League.

Bud Light – the favorite beer of NFL fans – is providing fans the chance to attend the biggest events in 2012 through the Ultimate Fan Experience.  Now through Jan. 15, 2012, NFL fans (21 years of age and older) can enter the Ultimate Fan Experience through NFL-themed Snap Tags on specially marked Bud Light 12-pack bottle cases and point-of-sale materials.  Fans that enter are eligible to win one of five prizes:

•   Trip for four to 2012 Pro Bowl in Honolulu, Hawaii
•   Trip for four to Super Bowl XLVI in Indianapolis, Ind.
•   Trip for four to 2012 NFL Draft in New York City, NY
•   Four 2012 season tickets for the team of the winner’s choice
•   Trips for four to the 2012 Pro Bowl, Super Bowl XLVI and 2012 NFL Draft, and four 2012 season tickets for the team of the winner’s choice

Official rules for the Ultimate Fan Experience sweepstakes are available at www.BudLight.com/UltimateFan.

On Sept. 8, Bud Light will also launch “The Bud Light Huddle,” a new online community for adult NFL fans.  Throughout the season, The Bud Light Huddle will provide fans with unique digital content and a platform to interact with fellow NFL fans across the country.  Bud Light Huddle users will be represented online by a customizable avatar that superimposes their picture onto a 3D Bud Light bobble head.  Fans can unlock achievements – including updates for their bobble head avatars – through continued participation in The Bud Light Huddle.  Fans can also unlock achievements by creating three-person Huddle groups with their friends or by participating in Bud Light’s other NFL activations, Ultimate Fan Experience and Fan Camp.  For more details and to register for The Bud Light Huddle, visit www.facebook.com/BudLight.

“We’re going to be the friend most NFL fans dream of – the one with tickets, connections and access to everything,” said Mike Sundet, senior director, Bud Light.  “We’re going to bring fans up close and personal with the league’s marquee events, and we’re going to do it all year long.  Unless you’re wearing a uniform, you won’t be able to get any closer to the NFL than Bud Light can take you.”

As part of the NFL Kickoff festivities, Bud Light will host two Bud Light Fan Camp exhibition events in high-profile settings.  On Sept. 7, Fan Camp will be incorporated into “Jimmy Kimmel Live,” where Kimmel will challenge fans to test their football skills in a variety of different challenges, including precision passing and “cannon” catch drills.  Bud Light Fan Camp will also be in Green Bay, Wis., from Sept. 7-8 as part of the “NFL Activation Zone” fan experience. 

Both exhibition events will give way to the official launch of the Bud Light Fan Camp mobile experience, which will begin its 15-week, 60-city tour on Sept. 11 in Louisville, Ky., Milwaukee, Wis., and Toledo, Ohio.  Bud Light Fan Camp – which originally debuted in August during the Pro Football Hall of Fame’s Enshrinement Week (click here for details) – will challenge teams of four consisting of two males and two females (21 years of age and older at time of participation) to compete in a series of unique traditional and non-traditional NFL skills tests, each with a Bud Light twist.  The teams that amass the most points will receive a trip to the 2012 Pro Bowl in Honolulu, Hawaii and the opportunity to represent their city at the Bud Light Fan Camp Finals at Aloha Stadium the day after the Pro Bowl.  Visit www.facebook.com/BudLight for the official Bud Light Fan Camp schedule, contest rules and pre-event registration.

Bud Light’s sponsorship of the NFL will also include four new national TV commercials focused on the fan experiences Bud Light is providing.  The spots will support Bud Light activation for retail and highlight the passion fans have for the NFL.

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.  To kick off the start of the 2011 season, the brand will introduce limited edition 24-pack, 12-ounce cans in these 28 markets featuring local team’s logos and colors.  In the additional four NFL markets, Bud Light will roll out 2011 Kickoff packaging, the first beer package to commemorate the start of the season.

 About Anheuser-Busch

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.3 percent share of U.S. beer sales to retailers.  The company brews the world’s largest-selling beers, Budweiser and Bud Light.  Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer.  Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years.  The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo.  For more information, visit www.anheuser-busch.com.

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