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Sponsorship & Marketing

Carolina Panthers, St. Louis Cardinals extend with stadium sponsors

Featured image credit: Casey Calhoun on Unsplash

Bank of America has renewed its stadium naming-rights deal with the NFL’s Carolina Panthers, while the St. Louis Cardinals Major League Baseball team has extended its sponsorship deal with brewing company Anheuser-Busch.

Bank of America has held naming rights to the Panthers’ stadium since 2004. The venue was previously known as Ericsson Stadium.

Since last year, Bank of America Stadium has also served as the home of Major League Soccer expansion franchise Charlotte FC. The length of the new deal was not disclosed.

The partnership between the Panthers and Bank of America also includes community initiatives such as the 3rd & Goal literacy programme, Teacher of the Year award, the Regional Spelling Bee programme, and the Play it Forward clinic.

“We are proud that the stadium will continue to carry the name of one of Charlotte’s most iconic and philanthropic companies,” said Kristi Coleman, president of the Panthers. “Extending our naming-rights agreement not only speaks to the value of our partnership, but also underscores the mutual trust and shared commitment that defines our relationship.”

Meanwhile, the home of the Cardinals will continue to be known as Busch Stadium until 2030 after the team signed a new five-year deal with Anheuser-Busch.

As part of the agreement, Anheuser-Busch will retain exclusivity on all alcoholic beverage advertising on Cardinals radio and television broadcasts, promotions, use of the team logo, and stadium signage.

The extension also includes a five-year renewal of Anheuser-Busch’s marketing agreement with Ballpark Village, the mixed-use neighbourhood adjacent to Busch Stadium. This includes Anheuser-Busch’s rights to advertise a variety of beer brands, as well as the continuation of the Budweiser Brewhouse Restaurant, Bud Deck Rooftop and Sports & Social.

The two organisations have a long-running association, with Anheuser-Busch purchasing the Cardinals back in 1953 before purchasing Sportsman’s Park and renaming it Busch Stadium.

St. Louis-headquartered Anheuser-Busch also played a key role in building a new downtown stadium in the mid-1960s, with the venue opening as Busch Memorial Stadium. The brewer then sold the Cardinals to the current ownership group in 1995, and has held naming rights to the current Busch Stadium since it opened in 2006.

Matt Davis, vice-president of partnerships at Anheuser-Busch, said: “It is through our sponsorships of leagues, teams and stadiums across the county that we are able to continue our rich tradition of bringing fans closer to the sports they love.

“Anheuser-Busch and the Cardinals are part of the fabric of St. Louis, and this continued investment in our shared hometown is an exciting next chapter in our decades long story.”

The Cardinals have also announced the construction of Busch Stadium’s latest all-inclusive seating area, Budweiser 703 Club, which will debut next season. The club will be located in left field on the second level of the ballpark and will feature a glass exterior design with open views to both the playing field and Ballpark Village.

Anheuser-Busch’s Budweiser brand currently serves as MLB’s co-exclusive beer sponsor.