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Dig This! Bud Light Extends Contract With AVP Pro Beach Volleyball, Netting Three More Years of Tour Sponsorship

Posted on: Wednesday, 1 April 2009, 14:00 CDT

Bud Light Now Exclusive Category Sponsor Across All AVP Platforms

LOS ANGELES, April 1 /PRNewswire/ -- As it has since 2003, Bud Light will continue its support of the AVP Pro Beach Volleyball Tour as the Official Malt Beverage sponsor with a newly signed three-year contract extension announced today at The World Congress of Sports conference in Miami.

"We couldn't be happier to have Bud Light on board with us again, particularly as our Tour expands to a new level of exposure and excitement," said Leonard Armato, AVP Pro Beach Volleyball Tour CEO and Commissioner. "The Bud Light brand is synonymous with the spirit of our fans - fun, energetic and ready to have a great time. It makes this a match made in sun-soaked heaven."

Bud Light will be the presenting sponsor at three AVP Crocs Tour events - Hermosa Beach, Manhattan Beach and Huntington Beach. In addition to on-site presence, Bud Light will have category exclusivity across broadcast, online and advertising platforms. The sponsorship will also be brought to life through local activation and national promotional efforts.

"Our renewed support of the AVP Tour is part of our continued investment for Bud Light in lifestyle sports," said Dan McHugh, vice president, Media, Sponsorship and Activation, Anheuser-Busch. "The AVP Tour attracts adult beer drinkers interested in the beach, sports and good times with friends. Needless to say, this is a great environment for the Bud Light brand."

The renewed agreement comes at an exciting time for the AVP. The tour recently wrapped up an extraordinary 2009 AVP Johnsonville Hot Winter Nights Tour that saw average attendance increase 58 percent from the inaugural campaign in 2008. The AVP Crocs Tour Season is now underway, with the next event taking place April 17-19 in Riverside, Calif.

The partnership between the AVP and Anheuser-Busch dates back to 2001 when Michelob Light was named the official beer sponsor of the tour. In 2003, Bud Light took over the role given the shared attributes between the two brands - fun and sociability.

About AVP, Inc.

AVP, Inc. is a leading lifestyle sports entertainment company focused on the production, marketing and distribution of professional beach volleyball events worldwide. One of the fastest growing entities in the sports world, the AVP operates two of the industry's most prominent national outdoor touring series, the AVP Pro Beach Volleyball Tour (1983) and the AVP Hot Winter Nights Indoor Tour (launched in 2008). The AVP is set to stage more than 35 events throughout the United States in 2009 and features more than 150 of the top men and women competitors in the sport. AVP athletes won both the women's and men's gold medals at the 2008 Games in Beijing, marking the first gold medal sweep by a single country in the history of Olympic Beach Volleyball. AVP is headquartered in Los Angeles, Calif. For more information, please visit www.avp.com.

About Anheuser-Busch

Based in St. Louis, Anheuser Busch is the leading American brewer, holding a 49.2 percent share of U.S. beer sales. The company brews the world's largest-selling beers, Budweiser and Bud Light. Anheuser Busch also owns a 50 percent share in Grupo Modelo, Mexico's leading brewer. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine's Most Admired Global Companies list in 2009. Anheuser Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and one of the world's largest recyclers of aluminum cans. The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo. For more information, visit www.anheuser-busch.com.

SOURCE AVP, Inc.; Bud Light

Source: PR Newswire

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