Anheuser-Busch Renews Pillar Partnership With SSE

Multi-Year Deal Will Enhance Presence in the BankAtlantic Center

SUNRISE, Fla. – Sunrise Sports & Entertainment announced today that Anheuser-Busch has renewed its multi-year marketing partnership as the official beer of the Florida Panthers and the BankAtlantic Center beginning with the 2006-07 Florida Panthers season.

Anheuser-Busch is an inaugural Pillar Partner and has been a marketing partner of the Florida Panthers and the BankAtlantic Center since the building opened in 1998.

"We are thrilled about renewing our relationship with Anheuser-Busch, a proven world leader in the brewing industry," SSE chief operating officer Michael Yormark said. "Anheuser-Busch's renewal speaks volumes about their commitment to our organization and we are confident we can help enhance their brand through this relationship."

In addition to dominant arena signage and the branded Budweiser Terrace, Anheuser-Busch will enhance its arena presence with the new Budweiser Select District outside section 111 on the Plaza Level. Also, the Bud Light Party Zone in section 112 and the Bud Light Pillars by section 101 will remain fixtures at the BankAtlantic Center. In addition, Anheuser-Busch will continue to receive the special benefits associated with the Pillar Partner designation.

"Anheuser-Busch is proud to continue its long-standing relationship with the Florida Panthers and Sunrise Sports & Entertainment as a Pillar Partner and to enhance our presence in the BankAtlantic Center," said Tony Ponturo, vice president, Global Media and Sports Marketing, Anheuser-Busch, Inc. "The addition of the new Budweiser Select District will introduce Panthers' fans to an exciting new product in Budweiser Select. NHL hockey and the Florida Panthers are an important part of our overall sports sponsorship strategy."

Anheuser-Busch sponsors 22 of 24 domestic NHL teams. Bud Light has been the Official Beer of the NHL since 1994, with rights to use the NHL, Conference, Division, League, All-Star, Playoff and Stanley Cup Finals logos. Bud Light is also a major sponsor of hockey in the Olympic Winter Games, the NHL All-Star Game (in non-Olympic years), and the presenting sponsor of the Bud Light NHL Plus-Minus Award and NHL All-Star Game MVP Award.