E-Malt.com News article: USA: Budweiser celebrates 20 years of Irish Derby sponsorship by announcing new deal

Anheuser-Busch, Inc. and the Curragh Racecourse announced on June 7 a renewal of Budweiser's sponsorship of the Irish Derby. This year's race takes place June 26 and marks the 20th year of Budweiser's sponsorship and the 140th running of the Derby. The prize fund for this year's Budweiser Irish Derby is euro 1.3 million, making it Ireland's richest horse race.

As part of the agreement, Budweiser maintains title sponsorship of the Irish Derby as well as lager-pouring rights and racecourse signage on Derby day. In addition, Budweiser retains permission to use official Irish Derby logos in advertising and point-of-sale materials.

"The Budweiser Irish Derby is a big part of Ireland's sports culture and serves as one of the truly great days in all of racing," said Andrew Day, vice president and managing director, Europe, Anheuser-Busch International, Inc. "Budweiser has been proud to be a part of the Derby for 20 years and will remain committed to providing a first-class event for Irish people to enjoy."

Since becoming a sponsor, Budweiser, with support from local brewing partner Diageo Ireland, has helped build excitement for Ireland's most exciting day of racing. While racing enthusiasts look forward to the action on the track, Derby day has become an important social gathering as well. Celebrities, political dignitaries and fashion aficionados flock to the Curragh to be a part of the event.

"With Anheuser-Busch's support, the Budweiser Irish Derby has become one of the most prestigious horse races in Europe from both a sporting and social aspect," said Michael Osborne, chairman, Curragh Racecourse. "With this new agreement, the Curragh can continue to provide an incredible race day atmosphere for all our guests."

In addition to the Irish Derby sponsorship, Budweiser is the "Official Beer" of the 2006 Ryder Cup, taking place at the Kildare Hotel and Country Club [K Club] in Straffan, County Kildare, Ireland, in September 2006. The brand also serves as the "Official Beer" sponsor of the 2006 FIFA World Cup Germany[TM], the 2006 Olympic Winter Games in Torino, Italy and PGA European Tour events including the Irish and European Opens.

Anheuser-Busch, based in St. Louis, Missouri, brews Budweiser under a license brewing agreement in the Republic of Ireland with Diageo Ireland. Budweiser is brewed locally at Diageo's Kilkenny brewery, where an Anheuser-Busch brewmaster oversees every step of the brewing process. The Republic of Ireland is Anheuser-Busch's fourth-largest market outside the United States.


11 June, 2005