Beer and car racing. It’s a beautiful marriage in the eyes of Coors Brewing Co.
Golden-based Coors announced Tuesday that Coors Light will be the official beer sponsor of NASCAR auto racing for five years beginning in 2008. The deal replaces Budweiser as the racing group’s pole-position beer.
The agreement gives Coors Light exclusive rights to use NASCAR logos in ads, packaging and promotions.
“This partnership allows us to deliver exciting and relevant programs to our distributors and retailers, all centered around the No. 1 spectator sport in the country,” said Andy England, chief marketing officer for Coors Brewing.
Coors did not disclose the value of the agreement. Sports marketing analyst Brian Evans, with Atlanta-based Verve Sponsorship Group, estimated that Coors paid as much as $25 million.
Staff writer Steve Raabe can be reached at 303-954-1948 or sraabe@denverpost.com.
