The Orlando Magic announced today a renewed, multi-year relationship with Budweiser for the new Amway Center. As part of the partnership, Budweiser, a 21-year partner of the Magic, will collaborate with the team to institute the Good Sport program, receive arena signage and naming rights to the Budweiser Baseline Bar – a highly visible and entertaining space accessible to all Amway Center ticket buyers 21 years of age and older.
The Good Sport Program, a comprehensive action plan that promotes a positive atmosphere at the arena by encouraging adult fans to drink responsibly and use a designated driver, represents collaboration between Anheuser-Busch and its wholesalers, the Magic and concessionaires. The Good Sport Program will be promoted at the Amway Center through the use of stadium signage, PSAs and an in-arena designated driver sign-up booth.
Budweiser will have permanent signage throughout both the inner bowl of the inner concourse and at the Budweiser Baseline Bar – one of several premium amenities accessible to every level of ticket buyer at the Amway Center. Located on the south end of the Terrace Level and overlooking the inner bowl, the Budweiser Baseline Bar will have the look of a high-end club, including a terrazzo floor, granite bar tops and flat-screen TVs.
All ticket buyers at the Amway Center will also have access to the Club Restaurant, Nutrilite Magic Fan Experience and Orlando on Demand areas, and multiple indoor-outdoor spaces which celebrate Florida’s climate.
“We are delighted to have Budweiser continue its 21-year partnership with the Orlando Magic in the new Amway Center,” Orlando Magic President Alex Martins said. “In addition to implementing the Good Sport program with Budweiser, we are eager to activate the sponsorship in exciting new ways – including the introduction of the Budweiser Baseline Bar – that will enhance the game-day experience for adults who enter the Amway Center.”
Budweiser will also have an ad position on the Magic’s official website, OrlandoMagic.com, and participate in in-arena promotions throughout the season.
“Partnering with the Orlando Magic has proven to be a great fit for Budweiser and we’re excited to extend our relationship as they enter their new home, the Amway Center,” said Mark Wright, vice president of media, sports & entertainment marketing, Anheuser-Busch. “The sponsorship provides Budweiser a unique way to interact with adult fans and enhance their experience when attending Magic games.”
Opening in the fall of 2010, the Amway Center, which will be owned and operated by the City of Orlando on behalf of the Central Florida community, will compete to host major national events, concerts and family shows and serve as the new home of the Orlando Magic.
