United States: Bud Light to become the official beer of National Football League

The US division of the Belgium-based brewing giant AB InBev will make Bud Light the official beer of NFL, the United States’ richest sports league, starting in 2011, The Wall Street Journal communicated on May, 4.

According to a person familiar with the terms of the deal, it is worth nearly $1.2 billion over six years.

Bud Light will replace rival Coors Light, which is brewed by MillerCoors LLC, whose deal with the NFL will expire after the 2011 Super Bowl. A spokesman for Chicago-based MillerCoors said the company tried to reach a deal with the NFL but could not come to terms on the price.

AB InBev’s US arm already sponsors 28 NFL teams and has advertised on 22 consecutive Super Bowls. "This gives Bud Light real ownership of professional football within the beer category," said Dave Peacock, president of the U.S. division.

Bud Light is the best-selling beer in the U.S., but shipments of the beer declined last year for the first time since it was introduced in 1982.

05 May, 2010