Budweiser Cross-Promotes Core Properties

It seems while many sponsors are slimming down sponsorship portfolios in deal numbers, some are increasingly attempting to make their core deals work harder via cross-property promotions. Here's one example, this coming February Budweiser will celebrate U.S. Olympians with a special Olympic paint scheme on Kasey Kahne's No. 9 Budweiser Team USA Ford in the 52nd running of the Daytona 500 and the Auto Club 500 in Fontana, both coinciding with the Vancouver 2010 Olympic Winter Games (February 12th -28th).

Budweiser has been a USOC sponsor since 1984, the Official Beer of Daytona International Speedway since '96 and a Kahne sponsor since 2007.

"Anheuser-Busch has been a tremendous supporter of the U.S. Olympic Team and the Olympic Movement for a quarter of a century," said USOC Chief Marketing Officer Lisa Baird. "That long-term commitment benefits America's athletes, helping them to train hard, pursue their dreams and represent our country with pride at the Olympic Games. It is innovative activations from sponsors - like Budweiser's direct donations from die cast car proceeds - that continue to feed the heart and spirit of the Olympic Movement."

Budweiser Team USA Olympic Paint Scheme die cast cars will be available for purchase, and benefiting the USOC, beginning October 23rd and can be ordered through BudShop.com, Nascar.com and at the tracks.

"The Great American Lager has been involved with NASCAR and the U.S. Olympic Movement for more than 25 years," said Gregg Billmeyer, vice president of trademark brands, Anheuser-Busch. "This is a unique opportunity to involve Kasey Kahne, the No. 9 Budweiser car and our official beer sponsorship of the Daytona 500 to help our country's Olympic athletes achieve their dreams in Vancouver."