NASCAR and Anheuser-Busch announced this morning a new multi-year agreement that brings the two organizations back together in an official partnership, with Anheuser’s Busch Beer taking the title of “Official Beer of NASCAR”.
This partnership also brings back the Busch Pole Award, which is awarded to the driver with the fastest qualifying time each week. The driver with the most weekly awards at the end of the season will also earn the season-long Busch Pole Award.
“The Busch Pole Award is one of the most recognized programs in NASCAR and partnering with a global marketer like Anheuser-Busch will further elevate the value of the program and our sport,” said Lou Garate, Vice President, Partnership, NASCAR. “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.’”
This isn’t the first time the two giants in their respective industries have teamed up. According to the press release from NASCAR, Anheuser-Busch’s history in NASCAR dates back decades to 1978, when it sponsored the Busch Pole Award. Additionally, Busch was the “Official Beer of NASCAR” from 1988 through 1997. Beginning in 1998, Anheuser-Busch sponsored the Bud Pole Award through its Budweiser brand, which also became the “Official Beer of NASCAR” through 2007.
“We are continuing to evolve our presence in NASCAR because we believe in the power and loyalty of NASCAR fans,” said Chelsea Phillips, Vice President, Value and Beyond Beer brands, 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.”