Budweiser sponsors Super Bowl XXXVII

Budweiser has created idents for its sponsorship of live coverage of Super Bowl XXXVII, which airs on Sunday, February 26 on Five. The value of the deal is believed to be £200,000. Taking place at Qualcomm Stadium in San Diego, California, this year's Super Bowl contest is between the Tampa Bay Buccaneers and the Oakland Raiders, with kick off at 11.15pm. As part of the package Budweiser will receive opening and closing credits, as well as five-second break bumpers. It is also sponsoring a series of half-hour programmes on Five every day this week, called Inside The Road to The Super Bowl. The deal was negotiated by Ben Jones, media controller at Anheuser Busch and Damon Letzer, Five TV business manager.