Each and every home run in this year’s baseball season will see the Anheuser-Busch beer brand Budweiser donate $100 to the military charity Folds Of Honor Foundation.
The ‘Here’s To Heroes’ initiative launched with the first game of the 2011 MLB season and aims to show the brand’s (and its consumers’) gratitude to ‘those who have made the ultimate sacrifice for the nation, protecting the freedoms we hold so dear’.
In addition to “Here’s to the Heroes,” Budweiser will donate a portion of all sales from June 6 – July 10, in an effort to raise as much as $2 million for FHF. Consumers also will have the chance to get involved by visitingwww.facebook.com/Budweiser or texting HERO to 80888 to make a $5 donation to the organization.
FHF provides secondary educational scholarships for families of US military personnel killed or disabled while serving their country.
Additionally, Budweiser will feature special patriotic cans in stores this summer and will debut a new television ad in May to pay tribute to our military men and women.
The brand also partners with Hall of Fame batsman Dave Winfield (whose family has strong links with the military) to unveil the initiative on the day before the season opener.
The launch event took place aboard the USS Intrepid on the Hudson River in New York City.
Budweiser has been a sponsor of MLB since 1980 and this programme see it activate its sponsorship in a way that unites all fans of the game whatever team they follow.
Last year a total of 4613 home runs were hit by the 30 major league teams, so a repeat of that number would represent a significant contribution to the cause. This programme also provides a compelling reason for all fans of all teams to cheer for home runs under a single brand-backed cause.