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Anheuser-Busch, MLB Renew Sponsorship

  • Ad Age, Sunday, January 2, 2011 11:09 PM
Major League Baseball and Anheuser-Busch have kissed and made up. After both sides filed lawsuits against one another, MLB and A-B announced a multi-year renewal of arguably one of the greatest sports/marketer partnerships ever. The announcement comes less than 36 hours before the current deal was set to expire Dec. 31.

Financial terms were not disclosed, but it is expected MLB will receive slightly more than the estimated $10 million a year it got from A-B on the previous agreement. A-B will continue to have exclusive rights to the MLB logo and game footage as the Official Beer Sponsor of Major League Baseball. Budweiser is a sponsor of 26 of the 30 MLB franchises.

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