A-B, MLB Drop Lawsuits, Renew Agreement

FILED DECEMBER 30, 2010

Dear Client:

Water under the bridge, let bygones be bygones, bury the hatchet -- whatever you want to call it, A-B and MLB have patched up their misunderstanding before the year is out. Yep, Anheuser-Busch and Major League Baseball today announced that the two sides have reached a multi-year sponsorship renewal, and both parties agreed to drop their lawsuits against each other, BBD has learned. The agreement designates Budweiser as Official Beer Sponsor of Major League Baseball.

"Major League Baseball has always been a top priority for our Budweiser brand and is important to our plans," said Mark Wright, vice president of media, sports and entertainment marketing for A-B. "We value our long-term relationship with the league and are happy to have resolved this issue. We look forward to continuing the successful relationship we've had with MLB for more than 30 years."

"Anheuser-Busch has been a major supporter of Major League Baseball for decades, so we are all pleased that we were able to work through our differences to reach an agreement which will continue our relationship," said Tim Brosnan, Major League Baseball Executive Vice President, Business. "We have made significant progress with Anheuser-Busch and look forward to working together on planning for the 2011 season."

Those are nice works compared to the back-and-forth lawsuits against each other just a month ago. You will recall that A-B sued MLB seeking a declaratory judgment after MLB allegedly reneged on a letter of intent after news of the huge NFL deal with A-B.

Anheuser-Busch will continue to promote its Budweiser brand through Major League Baseball-themed promotions, in-store point-of-purchase displays, television and print advertisements, and on its products. Budweiser is a sponsor of 26 of 30 Major League Baseball teams.

Have a great New Year's.


Until next time, Harry



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