May 28, 2003
Volume 2, Issue 9

Bolts "Power" Up Tailgate Area 

Chargers and Budweiser team-up to give
fans added value

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Contact: Brandon Ward, Manager Advertising/Marketing, 858.874.4500, [email protected]

Organization: San Diego Chargers

Program Title: Budweiser Chargers Power Party

Objectives: Three main objectives:

     1.  Provide promotional inventory for Anheuser-Busch

     2.  Provide added value to Chargers' fans

     3.  Encourage the use of mass transit

Program Description: They're taking tailgating to a whole new level in San Diego, as the Chargers have created an outstanding pre-game fan experience called the "Budweiser Chargers Power Party"! 

This pre-game tailgate area in the parking lot of Qualcom Stadium features live music, interactive games, appearances by the Charger Girls and opportunity drawings! Not only that, but it also has a sports bar with six plasma screen televisions airing early NFL games and a live broadcast of the Chargers pre-game radio show.

Media: The "Budweiser Chargers Power Party" was promoted season-long on the Chargers' FM station as well as through all Charger controlled media (ie television, radio, print, in-stadium, chargers.com).

Sponsor: Anheuser-Busch is recognized as being the Official Sponsor of the "Budweiser Chargers Power Party".  A-B had already been a sponsor of the Chargers prior to the creation of the program, but when the Power Party element was added, the Chargers were able to increase the sponsorship fee.

The Chargers also were able to generate additional revenue through the sale of reduced-priced concession in this area.

Looking Ahead: The Chargers and Anheuser-Busch will continue to produce the "Budweiser Chargers Power Party" prior to every regular season home game for at least the next three seasons. The Chargers look to sell smaller sponsorships within the Power Party if the categories make sense and the dollars workout.