Bud Light Is Taking Over SXSW

Anheuser-Busch has signed a deal to become a leading sponsor of the South by Southwest (SXSW) Music, Film & Interactive Conferences and Festivals.

The company announced its Super Sponsorship - the highest level of sponsorship - on Thursday, showing that changes are in store for the popular festival.

The sponsorship will begin at the Mar. 11-20 SXSW 2016 and places Bud Light in the front chair of one of Austin’s most highly attended events. More than 70,000 people attend the event each year, and the SXSW committee is expecting even more people this year. 

“As the nation’s leading brewer, we’re planning new and disruptive experiences in Austin to engage SXSW attendees around the passions we share – be that music, film or digital experiences,” said Eelco van der Noll, Vice President, Experiential Marketing, Anheuser-Busch in a statement to Stockhouse. “While more details for planned activations will be unveiled closer to this spring’s Conference and Festival dates, you can expect Anheuser-Busch to amplify the partnership, while sharing the innovation, excitement and creativity of SXSW with industry and press, plus hundreds of thousands of consumers that reach around the globe.”

While Bud Light will be the marquee beer brand at SXSW, attendees will see a variety of events and activations from other brands in the Anheuser-Busch portfolio, including Budweiser and Stella Artois.