E-Malt.com News article: 637

Anheuser-Busch, Inc., announced on February 10 that Michelob AmberBock, its best-selling specialty beer, will be the "official beer" sponsor of the American Poolplayers Association (APA), the world's largest pool league, and the American Darters Association (ADA), a national network of amateur dart leagues.

As part of the sponsorships, Michelob AmberBock will gain exposure through 200,000 members of the APA and 8,500 members of the ADA, and will have signage in a combined 9,600 retail accounts nationwide.

"Michelob AmberBock is proud to be the 'official beer' sponsor of two great amateur sports leagues," said Mike Murphy, product manager, Michelob Specialty brands, Anheuser-Busch, Inc. "Our sponsorships give Michelob AmberBock an opportunity to reach active, contemporary consumers playing two of the most popular games in prime retail locations."

The APA and ADA have a combined 750,000 league nights each year throughout the United States. "We're excited to be involved with Anheuser-Busch, one of the top marketers in the world," said Glenn Remick, president, American Darters Association.

The APA is generally recognized as the Governing Body of Amateur Pool, having established the official rules, championships, formats and handicap systems for the sport of amateur billiards. The American Darters Association (ADA) operates the United States' only national dart league program. Michelob Specialty Ales & Lagers are brewed by Anheuser-Busch, Inc., the world's largest brewer.


12 February, 2003