By David Morgan, NASCAR Editor
After going without a sponsor for the pole award over the first four weeks of the season, NASCAR announced on Wednesday that the sanctioning body has reached a multi-year agreement with Anheuser-Busch to return as the sponsor for the fastest qualifier award for the first time since 2007.
The company’s Busch brand will serve as the pole award sponsor, beginning this weekend at Auto Club Speedway, as well as taking over the “Official Beer of NASCAR” moniker.
“We are continuing to evolve our presence in NASCAR because we believe in the power and loyalty of NASCAR fans,” said Chelsea Phillips, Vice President, Value and Beyond Beer brands, Anheuser-Busch. “Returning as the Official Beer of NASCAR strengthens our deep-rooted history in the sport and will provide fans with even more opportunities to enjoy a crisp, cold Busch beer on race day.”
Both Anheuser-Busch and NASCAR have had a long partnership dating back to 1978, when Busch first sponsored the Busch Pole Award. The pole sponsorship swapped over to the company’s Budweiser brand in 1998, which ran through the 2007 season.
Coors Light had sponsored the pole award from 2008 through 2017 before electing to relinquish the sponsorship at the end of last season.
“The Busch Pole Award is one of the most recognized programs in NASCAR and partnering with a global marketer like Anheuser-Busch will further elevate the value of the program and our sport,” said Lou Garate, Vice President, Partnership, NASCAR. “Anheuser-Busch has a storied history in NASCAR dating back to the 1970s and we know our fans will celebrate and support Busch’s return as the ‘Official Beer of NASCAR.’”