Budweiser and SFX Announce Three-Year Pact.

ST. LOUIS--(BUSINESS WIRE)--Dec. 9, 1999--

Budweiser and SFX Marketing, Inc., today announce a three-year partnership making the "King of Beers" exclusive beer sponsor of multiple SFX concert venues across the United States.

"We're proud to join the world's best-selling beer with the world's leading promoter, producer and presenter of live entertainment," said Tim Schoen, vice-president, presence marketing, Anheuser-Busch, Inc. "This partnership allows us to consolidate our numerous local venue contracts under one umbrella and ensure onsite brand continuity. In cities across the country, our consumers will be engaged by consistent Budweiser quality messages when they attend events at SFX venues."

As presenting sponsor, Budweiser will receive brand mentions in SFX-produced local television, print and radio advertising (i.e., "The Budweiser Concert Series presents..."). In addition, as part of the agreement, Budweiser will have on-site signage and program ads at each venue.

Along with its exclusive beer sponsorship, Anheuser-Busch, Inc., acquired the non-alcohol malt beverage category for its O'Doul's and O'Doul's Amber brands.

"The deal with Budweiser marks a new era in SFX's commitment to making the sponsors of our live events true partners," says Michael G. Ferrel, President and Chief Executive Officer of SFX. "This is one of SFX's largest deals ever and it is particularly exciting because it will move our relationship with Anheuser-Busch beyond traditional sponsorship elements within the venues alone. Plans include creating specially-targeted programs and tours, as well as producing special events together."

This relationship provides a stronger foundation within the entertainment industry to secure tour sponsorships and an international platform to extend those properties around the world. A leader in entertainment marketing, Anheuser-Busch has been a sponsor of numerous national tours.

Budweiser and O'Doul's are brewed by Anheuser-Busch, Inc., the world's largest brewer. SFX Marketing is a part of SFX Entertainment, the world's largest diversified promoter, producer and venue operator for live entertainment events. SFX owns, partially or entirely, and/or operates the largest network of venues in the country used principally for music concerts and other live entertainment events. Pro forma for all pending and completed acquisitions, SFX has 120 venues, including 16 amphitheaters in all of the top 10 U.S. markets, and owns or operates venues in 31 of the top 50 domestic markets overall.