NFL American football team the Kansas City Chiefs has introduced the Bud Light Touchdown Club lounge at Arrowhead Stadium as part of a continued partnership with Anheuser-Busch and Bud Light.

The length of the new fan experience-focused agreement was not disclosed but it continues a long-running partnership between the Chiefs and Anheuser-Busch.

The new Bud Light Touchdown Club will be located on the field level behind the east endzone at the stadium and will feature bar tables, bar stools and fully-stocked fridges with free Anheuser-Busch products and non-alcoholic beverages. Chiefs fans aged 21 and older will be given the chance to win passes to use the space through Anheuser-Busch giveaways.

The Bud Light Touchdown Club debuted on Sunday during the Chiefs’ home game against the Cincinnati Bengals.

“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.”

The deal also includes Bud Light Friendship Tests, through which players test their knowledge of each other. Kingdom Blonde ale – a Chiefs beer – will also be made available at the stadium, while the Dilly Dilly Cam video feature will capture fans enjoying a Bud Light and a ‘Pit of Misery’ for opposing fans. Additional elements of the partnership include a 16-foot Bud Light bottle located in the Ford Tailgate District.

The new agreement also includes the Bud Light ‘Responsibility Has Its Rewards’ program, which gives fans who sign up as designated drivers the chance to receive a free soft drink coupon.

Image: Carlin Leslie