Anheuser-Busch is brewing up a new reality show designed to boost the slumping profile of its flagship brand, Budweiser.


Beginning Jan. 21, the one-hour competition series Bud United presents: The Big Time will air Saturday afternoons on ABC. The network has agreed to broadcast seven installments of the program, which will feature amateurs squaring off in a number of sporting events (baseball, basketball, soccer), as well as a handful of nonathletic pursuits (cooking, music).


Each episode of the branded-entertainment program will feature three contestants. In accordance with ABC’s in-house content regulations, the stars of the Bud United show will not be seen quaffing suds.