The New York Times is reporting that Robert Sillerman headed SFX Entertainment has forged a deal with alcoholic beverage company Anheuser-Busch InBev.
While the terms of the deal have not been disclosed, the Times quotes Benjamin E. Mogil, an analyst at Stifel Nicolaus in Toronto, that it's "estimated that Anheuser-Busch’s sponsorship could be worth as much as $25 million next year and $35 million in 2015, as SFX’s events grow".
Most recently, Heineken, another beer company, has teamed up with iconic trance DJ Armin Van Buuren to launch their "Dance More, Drink Slow" campaign. Their first video, subtitled as "the Experiment" showcases the difference in an audience's drinking patterns based on the DJ and music. According to the video, the audience drinks less if the music and DJ are of greater quality.
Anheuser-Busch InBev brews Budweiser and other beer brands. It is also the sponsor of several mainstream sporting events like Major League Baseball and the Super Bowl.
SFX Entertainment is an electronic music live events promoter. Their festivals include TomorrowWorld, Electric Zoo and Mysteryland.
Source: The New York Times