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Ski program gets Budweiser backing.

Ski program gets Budweiser backing

According to Anheuser-Busch, Inc., the 1991-92 ski season will be one to remember as the Bud Ski Team takes to the slopes.

The Ski Team is a three-tiered program designed to make the Budweiser name synonymous with the sport of skiing, according to the brewer. "This is one of the most comprehensive promotions we've been involved with," said August Busch IV, Budweiser brand marketing director. "The Bud Ski Team features something for the active skier as well as spectators."

The first element of the Bud Ski Team is the Bud Mogul Tour, where racers are judged on speed quality of turn, line, aerial maneuvers and overall performance.

There will be 11 stops on this year's schedule beginning in Telluride, CO, on December 14-15. Each race will be broadcast nationally on ESPN.

The second phase of the program features Budweiser as the title sponsor of the Adult NASTAR Program. The Bud Challenge will use NASTAR's race time handicapping system to allow skiers the thrill of racing the nation's best.

The third program element is the brand's sponsorship of the latest Warren Miller movie, "Born To Ski." The film, shown in metro areas around the country, features breathtaking footage of the world's best skiers in action.

PHOTO : BUD HITS THE SLOPES--The 1991-92 ski season will be highlighted with the launch of the Bud Ski Team, a three-tiered program promoting the sport of skiing around the country.
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Title Annotation:program to make Budweiser synonymous with skiing
Publication:Modern Brewery Age
Date:Dec 9, 1991
Words:239
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