Anheuser-Busch’s Bud Light will be taking over as the official beer of the National Football League (NFL) in the US.
The brewer is due to start its new contract for the 2011 season, when it replaces the current official beer Coors Light, produced by MillerCoors, whose deal with the NFL will expire after next year’s Super Bowl.
In its role as the new official beer, the Bud Light brand will be allowed to use NFL logos within its advertising and marketing.
The Wall Street Journal reports that a person close to the deal believes it to be worth around $1.2 billion (£798 million) over six years.
Dave Peacock, president of Anheuser-Busch, said that the agreement “gives Bud Light real ownership of professional football within the beer category”.
The brand currently sponsors 28 teams and has held advertising exclusivity during the Super Bowl for 22 years.
Anheuser-Busch, which also produces the Michelob brand, currently owns a 48.9 per cent retail share of beer sales to retailers in the US.