Skip to main content
The Official Site of the New Jersey Devils

Anheuser-Busch Named Exclusive Malt Beverage Partner of Prudential Center

by Staff Writer / New Jersey Devils

NEWARK, NJ – Prudential Center and Anheuser-Busch have announced a deal naming Bud Light and Budweiser as the exclusive malt beverage sponsor and advertisers of Prudential Center in Newark.  As part of the deal, the featured amenity is the entitlement rights to the Bud Light Goal Bar, a 10,000 square foot premium themed entertainment and restaurant space that offers a luxury atmosphere with great views for concerts and events, as well as views of the Manhattan skyline.  Prudential Center, managed by AEG, is the first major sports and entertainment venue in the nation’s top media market in over 25 years and will open on October 25 with Bon Jovi performing the first of 10 concerts.

"Partnering with Anheuser-Busch gives us a great bridge to connect the past, present and future of major Newark institutions," said Jeff Vanderbeek, president and chairman, Devils Arena Entertainment.  "It's very important to us that Anheuser-Busch has been part of the fabric of the Newark community for more than 50 years, as the Prudential Center will no doubt be for many years to come."
Anheuser-Busch has a long history of involvement in the Newark community and is one of the largest employers in Essex County and the city of Newark. The company has operated a 3.2 million square foot brewery in Newark since 1951, currently employing nearly 800 workers and shipping over 7.5 million barrels annually to six nearby states and military bases overseas.  Newark is the company’s first brewery outside of St. Louis and the brewery’s trademark A & Eagle neon sign has become an iconic NJ landmark for people traveling in and out of Newark’s Liberty International Airport and down the New Jersey Turnpike.  In addition, the Newark brewery has contributed more than $1.5 million in the past decade to a number of local charities.

“The city of Newark and the New Jersey Devils have been valuable partners to Anheuser-Busch for many years, and we’re proud to continue to support our hometown team as it begins a new chapter in the Prudential Center,” said Tony Ponturo, vice president, global media and sports marketing, Anheuser-Busch, Inc.  “As we continue to build our company and expand our portfolio of beers, the Devils and Prudential Center are an important part of our long-term plan in the NYC-Newark metro area.”

As part of the sponsorship, Bud Light and Budweiser will have prominent fixed signage, dasherboard and on-ice position within Prudential Center and will appear on the five LED ribbons as well as the scoreboard.
View More