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GOLDEN, Colo. -- Coors Brewing Co. and the National Association for Stock Car Auto Racing (NASCAR) developed a multi-year partnership that makes Coors Light the official beer of NASCAR, the company stated.
The five-year sponsorship provides Coors with category exclusivity beginning in the 2008 NASCAR season.
"We're proud that Coors Light, the World's 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," Andy England, chief marketing officer of Coors, said in a statement. "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."
As part of the agreement, Coors Light has exclusive rights to NASCAR logos in advertising, packaging and promotions, along with its brand on the Pole Award, the company stated. In addition, the sponsorship will generate distributor and consumer promotions through Coors Light, which gives fans exclusive access to one-of-a-kind NASCAR experiences, according to the company.
"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," Steve Phelps, chief marketing officer for NASCAR, said in a statement.