Anheuser-Busch has announced a partnership with Nascar, marking the brewery’s return to the US stock car-racing series following an 11 year absence.
The multi-year deal sees Busch Beer serve as the ‘official beer’ of Nascar, while the company will also sponsor the Nascar Cup Series Busch Pole Award, which recognises the driver with the fastest qualifying time each week. Drivers who claim the most Busch Pole Awards during the season will receive the season-ending Busch Pole Award.
In addition, Anheuser-Busch will join the Nascar Fuel for Business Council, which brings together a group of over 50 official Nascar partners to exchange products and services.
Anheuser-Busch first sponsored the Busch Pole Award in 1978. The brewery served as the official beer of Nascar from 1988 to 1997, and from 1998 it sponsored the Bud Pole Award through its Budweiser brand. Budweiser was the official beer of Nascar until 2007.
MillerCoors said in December that its Coors Light brand would not be continuing as Nascar’s official beer after ten years with the racing series.
Lou Garate, vice-president of partnerships at Nascar, said: “The Busch Pole Award is one of the most recognised programmes in Nascar and partnering with a global marketer like Anheuser-Busch will further elevate the value of the programme and our sport.
“Anheuser-Busch has a storied history in Nascar dating back to the 1970s and we know our fans will celebrate and support Busch’s return as the ‘official beer of Nascar'.”
“We are continuing to evolve our presence in Nascar because we believe in the power and loyalty of Nascar fans,” added Chelsea Phillips, vice president of Value and Beyond Beer brands at Anheuser-Busch. “Returning as the official beer of Nascar strengthens our deep-rooted history in the sport and will provide fans with even more opportunities to enjoy a crisp, cold Busch beer on race day.”
Competitors can become eligible for the new Busch Pole Award from this weekend when the Auto Club 400 event gets underway at Auto Club Speedway.