Marketing and Sponsorship

St. Louis City SC picks Anheuser-Busch as official beer partner

By Alex Silverman

St. Louis City SC has signed Anheuser-Busch as its official beer partner ahead of the expansion club entering MLS in '23. The St. Louis-based brewing company will receive naming rights for the South Bar at Centene Stadium, which will be known as the ULTRA Club in promotion of its Michelob Ultra brand. The 14,000-square-foot space features floor-to-ceiling windows, providing views of both the pitch and the city, along with 17 fully programmable LED screens on the ceiling. During each St. Louis City game, the ULTRA club will feature live cooking demonstrations and tasting options by local and visiting chefs and restaurants at the two open kitchens. The club also plans to use the space to host special events on non-gamedays for corporate parties, weddings and other events beginning in September. St. Louis City SC is slated to join MLS for the '23 season, becoming the league’s 29th franchise. Elevate Sports Ventures represented St. Louis City on the deal with Anheuser-Busch.

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