NBCU, Bud Light in SNL Tie-Up

NEW YORK: Anheuser-Busch’s new Bud Light Golden Wheat beer will serve as the exclusive sponsor of NBC’s Saturday Night Live this weekend, marking the first time in the show’s history that a single brand has purchased all of its national ad time.

The sponsorship agreement between NBC Universal and Anheuser-Busch also include Backstage with Bud Light Golden Wheat, a series of never-before-aired clips from SNL that will air during the commercial breaks.

"This first-of-a-kind sponsorship of Saturday Night Live by Bud Light Golden Wheat perfectly illustrates the kind of deal we mean when we talk about wanting to innovate with our clients," said Mike Pilot, the president of ad sales at NBC Universal. "We are thrilled to be able to offer this opportunity—that includes such a compelling mix of exclusive content—to a company such as Anheuser-Busch."

"We were looking for a unique way to highlight Bud Light Golden Wheat’s launch and the opportunity to integrate the brand into Saturday Night Live was one too good to pass up," added Keith Levy, the VP of marketing at Anheuser-Busch. "During the episode, we are able to incorporate Bud Light Golden Wheat authentically as part of the show’s content, offer at-home viewers unprecedented backstage access during regular commercial slots and, at the same time, generate talk value among contemporary adult beer drinkers."