Budweiser has become the exclusive malt beverage and alcohol promotional partner for the popular Sports Illustrated annual swimsuit issue franchise.
The beer brand is also partnering with SI supermodel Molly Sims for exclusive P-O-P and other promotional materials. Sims also stars in the NBC hit Las Vegas. An on-pack promotion offers $5 off the purchase price of the swimsuit issue when buying a 12-pack of Bud.
Bud will host pre-release parties for the issue in more than 50 marketers on Feb. 13 and will hand out the first issues the night before its official release. A Super Swimsuit Party is set for Feb. 4 in Detroit and an official release party will take place on Feb. 14 in New York City, both hosted by Bud, Anheuser-Busch said.
A sweeps ties to the partnership where participants can go to Budweiser.com or SI.com, starting Feb. 14, to register for a chance to win two trips to next year’s swimsuit issue photo shoot.
In the issue, Bud will have a six-page fold-out ad featuring Leeann Tweeden, host of Fox Sports Net’s Best Damn Sports Show Period.
The SI swimsuit issue reaches more than 64 million people, the company said.
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