A-B Renewing Deal As Official Beer Of Daytona Int’l Speedway

Anheuser-Busch today will announce it is re-upping as the official beer of Daytona Int'l Speedway. Budweiser previously held naming rights to the season-starting Duel at Daytona event preceding the Daytona 500, but A-B dropped that sponsorship after this season's event.

A-B will brand four different bars that are being built at DIS and will retain naming rights to the infield area Budweiser Bistro. It also gets rights to use Daytona IP on packaging and point-of-sale displays, plus hospitality and other on-site activation opportunities.

The partnership dates back to the '70s and is the track’s longest standing deal. A-B Dir of Experiential Marketing Nick Kelly in an email wrote A-B is choosing to deploy multiple brands in the facility because it hosts multiple forms of racing. Adam Stern/Sportsbusinessdaily.com