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By Published on .

Anheuser-Busch locked up category exclusivity for the next three Super Bowls by making that game part of larger sports-programming package deals with the three host networks.

"We took the initiative," said Tony Ponturo, VP-corporate media and sports marketing.

The size of the deals could not be determined, but Mr. Ponturo maintained that A-B had secured good rates.

"We wanted to do our best to create our own course," he said.

For next January's Super Bowl broadcast on ABC, A-B signed a deal that includes units on regular-season college football games in 2000 while protecting its half-show exclusivity on "Monday Night Football."


With CBS, which will broadcast the 2001 Super Bowl, A-B signed a deal that includes: multiple units on NFL broadcasts, two of four beer units during college basketball broadcasts and exclusivity on auto racing broadcasts, including the Daytona 500.

All those arrangements are effective through 2001.

A-B locked up the 2002 Super Bowl in a deal that includes multiple units on Fox NFL broadcasts through 2002.

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