Press Release
Coors Light to Be Official Beer Sponsor of Nascar
September 25, 2007
Sponsorship includes exclusive rights to league logos, exclusive promotional opportunities and Coors Light Pole Award
Golden, Colo. and New York (Sept. 25, 2007) – Coors Brewing Company and the National Association for Stock Car Auto Racing (NASCAR) today announced a multi-year partnership, making Coors Light the official beer of NASCAR and its millions of fans nationwide. The five-year sponsorship agreement gives Coors Brewing Company category exclusivity starting with the 2008 NASCAR season.
“Were proud that Coors Light, the Worlds Most Refreshing Beer, is now the official beer of NASCAR – refreshing race fans every weekend from the start of the season to the Chase for the NASCAR NEXTEL Cup,” said Andy England, Chief Marketing Officer, Coors Brewing Company. “This partnership allows us to deliver exciting and relevant programs to our distributors and retailers – all centered around the number-one spectator sport in the country.”
The sponsorship agreement gives Coors Light exclusive rights to NASCAR logos in advertising, packaging and promotions, as well as the right to brand the Pole Award. In addition, Coors Light will build distributor and consumer promotions giving fans exclusive access to one-of-a-kind NASCAR experiences.
“Coors Light is a brand closely connected with and strongly supported by
NASCARs core fan base. They have a proven track record as a strong brand marketer, and were looking forward to a mutually beneficial partnership that excites all our fans and helps bring NASCAR to new levels of popularity,” said Steve Phelps, Chief Marketing Officer, NASCAR.
The National Association for Stock Car Auto Racing, Inc. (NASCAR), which began in 1948, is the sanctioning body for one of America's premier sports. NASCAR is the No. 1 spectator sport – holding 17 of the top 20 attended sporting events in the US the No. 2 rated regular-season sport on television with broadcasts in more than 100 countries, and has 75 million fans in the US These fans are the most brand loyal in all of sports, and as a result more Fortune 500 companies participate in NASCAR than any other sport.
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About Coors Brewing Company
Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE, TSX - TAP). It is the third largest brewer in the US The company's US brands include Coors Light, Molson Canadian, Coors, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima. For more information on Coors, visit the company's Web site, www.coors.com.
About NASCAR
NASCAR consists of three major national series (the NASCAR NEXTEL Cup Series, NASCAR Busch Series, and NASCAR Craftsman Truck Series), four regional series, and one local grassroots series, as well as two international series. NASCAR sanctions 1,300 races at 100 tracks in more than 30 US states, Canada and Mexico. Based in Daytona Beach (Fla.), NASCAR has offices in New York, Los Angeles, Charlotte (N.C.), Concord (N.C.), Conover (N.C.), Bentonville (Ark.), Mexico City, and Toronto.
Media Contacts:
Jenny Volanakis
Coors Brewing Company
646.682.7682
jennifer.volanakis@coors.com
Andrew Giangola
NASCAR
212.326.1880
agiangola@nascar.com