Anheuser-Busch and NBC Universal announced the exclusive sponsorship deal to promote the Bud Light Golden Wheat beer (we wrote about it earlier) across the US market.

According to this agreement, Bud Light Golden Wheat will be the exclusive sponsor of the «Saturday Night Live» show on Saturday, October 17, purchasing entire commercial time within the broadcast.

The exclusive sponsorship includes some unique components featuring «Backstage with Bud Light Golden Wheat» and the series of never-before-aired clips from «SNL». The show will also feature highlights from «SNL» viewing parties that will be held by Bud Light Golden Wheat across the country on October 17.

«We were looking for a unique way to highlight Bud Light Golden Wheat’s launch and the opportunity to integrate the brand into ‘Saturday Night Live’ was one too good to pass up. During the episode, we are able to incorporate Bud Light Golden Wheat authentically as part of the show’s content, offer at-home viewers unprecedented backstage access during regular commercial slots and, at the same time, generate talk value among contemporary adult beer drinkers,» said Keith Levy, vice president, marketing, Anheuser-Busch.

The sponsorship agreement with «SNL» is a part of the nationwide ad campaign to support the launch of Bud Light Golden Wheat.

via PR Newswire