Coors Brewing Co. has extended its deal with the National Football League, protecting its position as the “Official Beer Sponsor” through the 2010 season.
Coors current $240 million four-year deal ends after this season.
News reports said that Anheuser-Busch and Miller has shown interest in the highly visible sponsorship.
“The NFL is the single greatest sports property in the world and we are extremely pleased to remain associated with it— in light of the intense competition for the beer category sponsorship,” said Frits van Paasschen, president and CEO of Coors Brewing, in a statement.
As part of the deal, Golden, CO-based Coors will continue to use NFL trademarks in its promotions and advertising. And under the new agreement, Coors will have greater access to and involvement with the NFL teams as well as enhanced television rights on NFL Network and broadcast media, the brewer said.
Van Paasschen said that in addition to general market programming, Coors, the third largest beer U.S. beer maker, would create programs targeting Hispanic consumers around the game of football. The games attract more than 120 million television viewers each week, Coors Brewing said.
In a separate development, Coors Light has signed a deal to sponsor the ING New York City Marathon to take place Nov. 6. A number of promotions are in the works, including events at more than 400 bars and restaurants along the marathon route during the week leading up to the race. Commemorative Coors Light cans, tap knobs, pennants and mirrors will be available beginning Oct. 1 at retail locations in New York City.
The event can attract 2 million spectators and 260 million television viewers worldwide, the company said.
Network
