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ST. LOUIS, Jan 12, 2006 /PRNewswire-FirstCall via COMTEX/
From the tranquil blue waters of Bora Bora to the white sand beaches of the Bahamas, Budweiser will help sports fans get swept away to paradise by becoming an exclusive promotional partner of Sports Illustrated's annual Swimsuit Issue franchise. Budweiser is also partnering with SI supermodel Molly Sims for exclusive point-of-sale and promotional materials.
(Photo: http://www.newscom.com/cgi-bin/prnh/20060112/CGTH004 )
SI will team with the King of Beers to promote the most highly anticipated magazine issue of the year. Budweiser will be the exclusive malt beverage and alcohol promotional partner of the 2006 Sports Illustrated Swimsuit Issue, will host the SI Super Swimsuit Party in Detroit on Feb. 4, and the official issue release party in New York City on Feb. 14.
"America's premium beer, Budweiser, and America's premium sports magazine, Sports Illustrated, are proud to team together to offer this exclusive opportunity to adult beer drinkers and fans of the Swimsuit Issue," said Tony Ponturo, vice president of Global Media and Sports Marketing, Anheuser-Busch, Inc. "Our partnership with Sports Illustrated brings together two of the most prominent players in the sports industry."
The exclusive partnership extends Anheuser-Busch's strategy of "big event" advertising. Anheuser-Busch is the exclusive alcohol advertiser on many of the most-watched events in 2006, including the Super Bowl, the Olympics, the FIFA World Cup and the Academy Awards, and now adds the single most-read magazine issue of the year, the Sports Illustrated Swimsuit Issue.
"SI is excited to combine the power of the world's most widely-read magazine issue with the world's most recognized beer brand," said Jeff Price, chief marketing officer, Sports Illustrated. "This valuable relationship leverages the most important business elements of the Swimsuit franchise: advertising in the magazine and on SI.com, retail, event marketing and consumer promotions."
Budweiser will take the Swimsuit Issue to the fans by hosting exclusive pre-release parties in more than 50 markets across the nation on Feb. 13, offering attendees the first issues off the presses the night before the official release. Beer drinkers may also visit Budweiser.com or SI.com starting Feb. 14 to register for a chance to win two all expenses-paid trips to next year's Swimsuit Issue photo shoot.
The centerpiece of Budweiser's involvement in the issue is a six-page fold-out ad featuring Leeann Tweeden, host of Fox Sports Net's "Best Damn Sports Show Period."
The Sports Illustrated Swimsuit Issue reaches more than 64 million U.S. adults.
Budweiser will support the launch with a full line of in-store promotional materials with Sims, a featured model in the issue. Sims, who currently co-stars in the NBC primetime hit "Las Vegas," will appear on Budweiser's co-branded point-of-sale materials, including a model stand-up display, table tents, banners and a limited edition poster. Additionally, adult consumers may save $1 on the purchase price of the SI Swimsuit Issue when they purchase a 12-pack of Budweiser (at participating retailers).
Based in St. Louis, Anheuser-Busch Cos., Inc. (NYSE: BUD) is the leading American brewer holding nearly 50 percent of the U.S. beer market. The company is American-owned and brews the world's largest-selling beers, Budweiser and Bud Light. Anheuser-Busch ranked first in the U.S. beverage industry in FORTUNE magazine's 2005 "America's Most Admired Companies" and in the top 30 on FORTUNE's 2005 "Global Most Admired Companies" list. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America's largest recycler of aluminum beverage containers. For more information, visit http://www.anheuser-busch.com .
SOURCE Anheuser-Busch Cos., Inc.
Brian Eaton, +1-314-577-3914, or Bill Etling, +1-314-577-9603, both of Anheuser-Busch Cos., Inc.
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