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Coors Light Sponsors NASCAR in 2008 |
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Monday, 26 November 2007 |
Start your engines. Coors is headed from the Rockys to the race track after the brewing company entered a multi-year partnership with the National Association of Stock Car Auto Racing (NASCAR) recently, making Coors Light the official beer of NASCAR and its millions of fans nationwide. The five-year sponsorship agreement gives Coors Brewing Co. category exclusivity starting with the 2008 NASCAR season.
"We're proud that Coors Light 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," says Andy England, chief marketing officer, Coors Brewing Co. "This partnership allows us to deliver exciting and relevant programs to our distributors and retailers."
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 NASCAR’s core fan base. They have a proven track record as a strong brand marketer, and we're looking forward to a mutually beneficial partnership that excites all our fans and helps bring NASCAR to new levels of popularity," says Steve Phelps, chief marketing officer, NASCAR.
NASCAR, which began in 1948, is the sanctioning body for one of America's premier sports. With 75 million fans in the US, NASCAR is the No. 1 spectator sport—holding 17 of the top 20 attended sporting events in the US and is the No. 2 rated regular-season sport on television with broadcasts in more than 100 countries. |
