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Sports Business

Colts' Bud deal creates party zones

May 15, 2008
KEYWORDS Sports Business

budlogoThe Indianapolis Colts today announced an expanded relationship with Budweiser and Bud Light.

A featured element of the agreement between the Colts and Anheuser-Busch is the Bud Light Blue Zone, an open-air fan gathering space that will be located on the terrace level in the north end zone of Lucas Oil Stadium.

Fans attending Colts games and other events at the new retractable roof stadium will be able to gather, eat and drink in this 11,520 square-foot area which will carry an upscale sports bar theme and Bud Light branded décor, Colts officials said. The Bud Light Blue Zone features windows that open to the skyline of the city—a signature element in the design of Lucas Oil Stadium.

Outside the stadium, fans will be able to participate in pre-game tailgating in the Bud Zone—a 60-by-120-foot tent that includes food, beverages, promotional activities and musical entertainment. The Bud Zone will open three hours prior to kickoff. In addition, Budweiser will have significant signage throughout Lucas Oil Stadium, including a permanent presence on the stadium jumbotron recognizing Budweiser and Bud Light as the official beers of the Indianapolis Colts.
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