National Park Service Director Jon Jarvis waived agency policies against partnering with alcoholic beverage companies so the National Park Foundation could sign a multi-million-dollar agreement with Anheuser-Busch, a deal that provides Budweiser with valuable branding placements during the Park Service's centennial campaign. In return, the Park Service hopes to gain a valuable partner in its search for a younger audience for national parks, co-branding with the beermaker at concerts in the parks, and "integration with AB's Responsible Drinking Campaign."