Anheuser-Busch will buy out all the TV commercial time in this weekend's "Saturday Night Live" on NBC to help launch its new Bud Light Golden Wheat beer.
While other network and cable shows have done this before -- especially with new season premieres -- this is the first time "SNL" has done so in its 35-year history.
"Anheuser-Busch has supported "Saturday Night Live" since the early days of the show. We are very happy Bud Light Golden Wheat has chosen "SNL" for this event," said Lorne Michaels, executive producer, "Saturday Night Live," in a release.
The sponsorship for the Oct. 17 show will also feature "Backstage with Bud Light Golden Wheat," a series of never-before-aired clips from "SNL" throughout the years. As part of the promotion, "SNL" will feature highlights from "SNL" viewing parties that will be hosted by Bud Light Golden Wheat across the country this Saturday.
The new Anheuser-Busch beer launched nationwide on Oct. 5.
"This first-of-a-kind sponsorship of "Saturday Night Live" by Bud Light Golden Wheat perfectly illustrates the kind of deal we mean when we talk about wanting to innovate with our clients," said Mike Pilot, president of advertising sales for NBC Universal Television.