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Williams signs Budweiser to Formula 1 deal


indiantelevision.com's Media, Advertising & Marketing Watch
 
Williams signs Budweiser to Formula 1 deal
 
The Indiantelevision.com Team



(18 July 2003 3:00 pm)
 
LONDON : Beer brand Budweiser and the BMW WilliamsF1 Team, a global leader in Formula One, have announced that the 'King of Beers' will serve as an 'official sponsor' of the BMW WilliamsF1 Team. The multi-year agreement is Budweiser?s first sponsorship in Formula One and builds upon the brand?s international sports marketing portfolio.
 
 

As part of the agreement, the Budweiser logo will be featured on race cars driven by two of the sport?s hottest drivers ? Juan Pablo Montoya and Ralf Schumacher ? as well as on driver and team uniforms. The brand also will have rights to use the drivers? images, team logo and team cars in advertising and sales promotion initiatives.

The sponsorship announcement comes on the heels of two consecutive one-two finishes for Schumacher and Montoya at the European Grand Prix on 29 June and the French Grand Prix on 6 July. Budweiser will debut its sponsorship of the BMW WilliamsF1 Team at the British Grand Prix in the United Kingdom on 20 July. ESPN Star Sports will have live coverage of the same.

Anheuser-Busch VP global media and sports marketing Tony Ponturo said: "Our sponsorship of the BMW WilliamsF1 Team enables Budweiser to reach a global audience of racing fans by leveraging the resources and marketing expertise of two industry leaders. For more than 25 years, WilliamsF1 has been synonymous with the best in Formula One racing, and we look forward to continuing the team?s winning tradition at this weekend?s British Grand Prix."

Budweiser sponsors a variety of motorsports teams, and in the past 14 years, Bud Racing teams have produced 36 national and world championships. Budweiser was an associate sponsor during Montoya?s Indianapolis 500 victory in 2000, when he became the first rookie to win the event since 1966. In addition, the brand serves as 'official beer' sponsor of the National Association of Stock Car.

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