August 27, 2024
ĢƵ-Busch Ignites Electrifying Partnership As Official Beer Sponsor of Nitro Circus & Nitrocross
Partnership to Deliver Adrenaline-Pumping 21+ Fan Experiences, Activations and Community Initiatives
New York, NY - August 27 – Thrill One Sports & Entertainment today announced a groundbreaking partnership with ĢƵ-Busch as an exclusive category sponsor of Nitrocross and Nitro Circus – two of the most exhilarating sports and entertainment platforms in the world. Busch Light will serve as the “Official Beer Sponsor” of both properties.
Busch Light, known for creating unparalleled experiences for its fans, will present as the entitlement sponsor of the Salt Lake City Nitrocross event "BUSCH LIGHT RACE TO THE MOUNTAINS” and will bring the stakes of each race to a whole new level with the “Busch Light Race for the Mountains Fastest Lap” bonus prize. To give fans unique access to the top athletes in each sport, Busch Light and Thrill One Sports & Entertainment will host exclusive post-race experiences at select Nitro Circus and Nitrocross events. The partnership will also feature long-form content, social media coverage, athlete endorsements, and large-scale creative builds on Nitrocross tracks and within Nitro Circus shows.
“At ĢƵ-Busch, our approach to partnerships is intentional and laser-focused on meeting fans in the occasions they’re most passionate about,” said Kyle Norrington, Chief Commercial Officer, ĢƵ-Busch. “Nitro Circus and Nitrocross are booming in popularity, and this partnership will allow us to integrate our brands into the fast-growing sports they love and amplify the fan experience with unique access and meaningful community initiatives.”
As a devoted supporter of the country's agricultural community that has raised over $1,000,000 for farmers and ranchers, and as part of the overall partnership Busch Light will also be holding Farmer Appreciation Nights throughout the Nitro Circus and Nitrocross tours to honor the farming communities that are near and dear to the brand’s heart. In select markets, “For the Farmer Awards” will be presented to local farmers and ranchers with a $10,000 donation to aid their important work providing for communities across the country.
“ĢƵ-Busch is one of the biggest brands in the world, and I’m excited for Busch Light to join Thrill One Sports as an official sponsor,” said Dana White, Thrill One Co-Owner / UFC President & CEO. “ĢƵ-Busch and I have had an incredible relationship over the years, and with the way we are aligned with our core values, we are going to continue to grow and bring our fans the most exciting experiences during our events.”
Fans can follow @buschbeer on , and to learn more about the new partnership and stay up to date on the latest news from brand on each sport.
ABOUT BUSCH LIGHT
Busch Light is made with exceptional ingredients and has a crisp, refreshing taste that is as cold and smooth as a mountain stream. The beer brewed for the great outdoors takes cracking a cold one and heading for the mountains seriously, with passion points rooted in fishing, hunting, farming, NASCAR and country music. With focus and investment on meeting fans where they already are with a Busch Light in hand, the brand has experienced consistent growth since 2019. The Busch brand name represents a family of products including Busch Beer, Busch Light, Busch Ice and Busch NA. For more information, visit and follow Busch Light on , and.
ABOUT ANHEUSER-BUSCH
At ĢƵ-Busch, our purpose is to create a future with more cheers. We are committed to earning our place in the moments that matter to our consumers and making a meaningful impact in our communities across the country. For more than 165 years, ĢƵ-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations.
Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities, and packaging plants, and have a dedicated network of more than 65,000 hardworking Americans across the United States who bring our beer to life. We are home to several of America's most iconic beer and beyond beer brands, including Michelob ULTRA, Cutwater Spirits, Stella Artois, Budweiser, and Bud Light as well as regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From our industry-leading efforts to support American farmers and our nation’s military, veterans, and first responders to emergency drinking water donations and responsible drinking programs, we are guided by our unwavering commitment to supporting the communities we call home – that’s who we are. For more information, visit or follow ĢƵ-Busch on ,,, and.
ABOUT NITROCROSS
Originally launched in 2018 by global icon Travis Pastrana and the limit-pushers of Nitro Circus as Nitro Rallycross, this dynamic motorsport property – home of cars that fly and tracks that thrill - is now Nitrocross. Fusing intuitive short-form competition with the adrenaline rush of action sports, Nitrocross has revolutionized racing. Featuring innovative purpose-built courses packed with huge jumps and banked turns, Nitrocross creates intense pulse-pounding action. Each event is part of a full standalone series headlined by Group E and the groundbreaking FC1-X, the most dynamic electric race car ever built. At every round, the world’s best drivers are put to the test in a variety of environments as they battle for the prized Ken Block Championship Trophy. Each stop also showcases additional motorsport disciplines along with fun live entertainment to offer fans a full festival experience. Off the track, Nitrocross creates engaging original content, going inside the cockpit and behind the scenes to showcase the strong personalities and compelling stories on the road to the championship. For more information, visit:
ABOUT NITRO CIRCUS
Nitro Circus, part of the Thrill One Sports & Entertainment family, creates electrifying live events and unbelievable original content that at once exhilarates, captivates and inspires thrill-seeking fans worldwide. Co-founded in 2003 by iconic superstar Travis Pastrana, Nitro Circus has since grown into a global sports entertainment leader and multiplatform phenomenon creating spectacular live events, progressive competitions, hit television programming and innovative digital offerings. With over three million tickets sold to date, linear content that has aired in over 60 countries and a burgeoning consumer products business, Nitro Circus is at the forefront of sports and entertainment. For more information visit .
ABOUT THRILL ONE SPORTS & ENTERTAINMENT
Thrill One Sports & Entertainment is a next-generation content company that thrives at the intersection of sports, entertainment, and lifestyle. Established in 2020, Thrill One brings together the dynamic resources of Nitro Circus, Nitrocross, Street League Skateboarding (SLS), and Superjacket Productions. Dedicated to the creation of awe-inspiring action sports events and original content, Thrill One is powered by a roster of the most audacious athletes, exceptional talent, and forward-thinking brands. Our mission is to deliver heart-pounding experiences and captivating content to audiences worldwide. Thrill One Sports & Entertainment is proud to maintain one of the most substantial aggregate social media followings in the world of sports and lifestyle entertainment, with over 40 million dedicated followers across our brand pages and channels. Visit for additional information.
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