The U.S. Olympic Committee has extended its most lucrative domestic sponsorship deal through 2016 — a contract with Budweiser worth more than $13 million over four years.
The contract, announced Wednesday, will extend Budweiser's relationship with the Olympics to 32 years. The beer brand started as the official sponsor of the Los Angeles Olympics in 1984.
As part of the contract, Budweiser will make what the USOC called "significant media buys" on NBC and its affiliated networks during the Olympics. It also will help fund part of the USA House in London, where the USOC hosts members of the Olympic team and corporate partners.