ST. LOUIS (AP) — Budweiser will remain the exclusive beer sponsor of the U.S. Olympic Committee and Team USA through 2016, extending an important marketing relationship for the brewer.
Anheuser-Busch Inbev SA did not disclose financial terms of the sponsorship Wednesday. Sponsoring sporting events is a pillar of Budweiser's marketing strategy. Budweiser also is the official beer sponsor of the U.S. Soccer Federation, the U.S. Ski and Snowboarding teams, and other sports.
The brewer will put promotional material for the Olympic Committee in stores where it sells Budweiser, and will release a limited edition series of Olympic-themed aluminum bottles in June. The brewer said it will also buy "significant" media time on NBC as part of the sponsorship.
Budweiser has advertised with the Olympics since 1984, when the brand was the official beer sponsor of the Los Angeles 1984 Olympic Games.
The 2012 London Olympics will be held this summer.
Shares of Anheuser-Busch Inbev fell 26 cents to close at $71.43.