The Kansas City Chiefs announced on Tuesday that the club has reached an extension to an exclusive partnership agreement with Anheuser-Busch and Bud Light. In continuation of the fan experience-focused approach, Anheuser-Busch and Bud Light strive to promote friendship and enhance fan experience with Bud Light while promoting drinking responsibly.
Since joining forces more than three decades ago, the Chiefs and Anheuser-Busch have teamed up on a variety of fan experience-focused endeavors. As part of the extension, the Chiefs and Anheuser-Busch are introducing the Bud Light Touchdown Club. Located on the field level behind the east endzone of Arrowhead Stadium, the Bud Light Touchdown Club is a lounge with bar tables, bar stools and includes fully-stocked fridges with free Anheuser-Busch products as well as non-alcoholic beverages. Fans 21 and older can win passes through Anheuser-Busch giveaways to this one-of-a-kind Arrowhead experience.
The Bud Light Touchdown Club debuted in primetime on Sunday, Oct. 21, on NBC's "Sunday Night Football" when the Chiefs hosted the Cincinnati Bengals at Arrowhead.
"Anheuser-Busch has been a loyal partner of the Chiefs for more than three decades," Chiefs President Mark Donovan said. "We have worked with them to develop ways in which fans can support and engage with the Chiefs in new and unique ways. The Bud Light Touchdown Club allows fans to get close to the action while enjoying time spent with friends. We look forward to continuing to partner with them to create experiences for Chiefs fans for years to come."
Additional elements of the extension include Bud Light Friendship Tests – a social series where Chiefs players test their knowledge about each other, Kingdom Blonde Ale – Chiefs beer available at Arrowhead and more than 400 locations throughout Chiefs Kingdom, the Dilly Dilly Cam – an in-stadium video feature capturing fans enjoying Bud Light and a "Pit of Misery" for opposing fans, the Bud Light Beacon – a 16-foot Bud Light bottle located in the Ford Tailgate District and the sold-out Bud Light Game Day Pass – a $200 mobile-only, non-transferrable Chiefs season pass.
The extension also includes the Bud Light "Responsibility Has Its Rewards" program. Fans 21+ who sign up as designated drivers at any Fans First booth, Scout Investments Club Level concierge desk or Bud Light "Responsibility Has Its Rewards" cart receive a free soft drink coupon. The Chiefs have placed in the top 5 in designated driver sign-ups since 2010 and led the NFL in 2015.