DALLAS In what has become a Super Bowl tradition, brewer Anheuser-Busch has purchased temporary naming rights to a hotel near the big game. This year’s Bud Light Hotel is the 193-key Aloft Dallas Downtown.
The promotion, for which financial terms have not been disclosed, includes the construction of a 53,000-sq.-ft. tent outside the hotel. It will be officially known as Bud Light Hotel from Wednesday through Sunday.
General Manager Scooter Yates calls the deal “priceless” in terms of marketing value. “The hotel is featured on billboards on every freeway (around Dallas),” Yates tells Dallas Business Journal. “We’re getting all kinds of exposure through the Bud Light website and through party websites.”
Bud Light Hotel will numerous parties and concerts, including performances by The Fray, Lifehouse, Nelly, Ke$ha, Pitbull, Dierks Bentley and Jack Ingram.