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ST. LOUIS (AP) -- Anheuser-Busch's flagship brand Bud Light will be the official beer sponsor of the National Football League.
The brewer's announcement comes hours after rival MillerCoors announced it would not renew its deal with the league because it couldn't agree on a price. The Coors Light sponsorship ends after this season, so Bud Light's will begin in the 2011 season.
The St. Louis-based brewer won't say how long the deal will last or how much it costs.
Bud Light was a beer sponsor of the NFL from 1990 to 2001, though it also shared the sponsorship during that time with Miller.
Anheuser-Busch's commercials are often synonymous with football's biggest game, the Super Bowl. The company holds exclusive alcohol advertising rights for the game.
(Copyright 2010 by The Associated Press. All Rights Reserved.)