- James Hibberd

The next episode of NBC’s Saturday Night Live will be presented by a single advertiser for the first time in the show’s 35-season history.

To promote Bud Light Golden Wheat, Anheuser-Busch has purchased a sponsorship of the Oct. 17 episode that includes all the telecast’s commercial time, a segment called "Backstage with Bud Light Golden Wheat"  and series of never-before-aired clips from SNL throughout the years.

As part of the promotion, NBC will show SNL viewing parties from across the country hosted by Bud Light Golden Wheat.

"This first-of-a-kind sponsorship of 'Saturday Night Live' by Bud Light Golden Wheat perfectly illustrates the kind of deal we mean when we talk about wanting to innovate with our clients," said Mike Pilot, president, NBC Universal Ad Sales. "We are thrilled to be able to offer this opportunity  that includes such a compelling mix of exclusive content  to a company such as Anheuser-Busch."

"During the episode, we are able to incorporate Bud Light Golden Wheat authentically as part of the show's content, offer at-home viewers unprecedented backstage access during regular commercial slots and, at the same time, generate talk value among contemporary adult beer drinkers,” said Keith Levy, vp, marketing, Anheuser-Busch.

The move comes on the heels of Fox announcing a similar exclusive partnership with Microsoft for a Family Guy variety special.


Nielsen Business Media