Sports Sponsorships

Gentlemen, start your cue sticks? Taking a page from rival Miller Brewing Co.'s recent advertising campaign, Anheuser-Busch Inc.

The familiar fire-engine red Budweiser identity is boldly displayed in the form of the NASCAR Pool Table Lamp. The lamp acts as a platform for the 36-inch replica of Anheuser- Busch Inc.'s race-day-ready Monte Carlo stock car.

Although it created many new point-of-purchase pieces for its sponsorship of the 1996 Summer Olympics, Anheuser-Busch also updated some of its perennial pieces. The brewer's Privilege Neon sign is updated with an Olympics panel.

Fall '95 Street Hockey P.O.PDCI Marketing

Everbrite Inc., Greenfield, Wis.

Anheuser-Busch worked with a new supplier: CCM Maska U.S., the official NHL jersey licensee, to create truly localized P-O-P pieces.

Lockout Lets Brewer Update P-O-P

Thousands of NHL-themed display pieces were not used due to the players' strike. The delay gave A-B time to update materials, such as this price card for Bud Ice, right, to show the brand's new name.

Pennzoil has scheduled three major national promotions for 1994, including an effort connected with the Brickyard 400, the newest event on the NASCAR circuit. That promotion runs June 13 to Aug. 6.

Manville's insulation P-O-P effort included a tie-in with Major League Baseball to help draw in home owners in addition to contractors.

Northampton's peanuts are packaged to promote a number of Major League Baseball teams.