MillerCoors Recommits To Motorsports
MillerCoors has extended its commitment to NASCAR, renewing deals that make Coors Light the Official Beer of NASCAR and Miller Lite a partner of Penske Racing. Coors Light started its official sponsorship with NASCAR in 2008, after a 14-year run as the primary sponsor of the #40 car. Terms of the renewal were not released.
Miller Lite will continue as the season-long primary sponsor of Penske's #2 Dodge driven by Keselowski, building upon an alliance that began in 1991. Miller Lite continues as one of the highest profile season-long primary sponsors in the NASCAR Sprint Cup Series. In addition, MillerCoors has alliances with seven tracks that host NASCAR races.
"We don't make investment decisions like this without having a great sense of exactly what the alliance will deliver for our brands," MillerCoors Chief Marketing Officer Andy England said. "That's why I'm so excited about our continued partnerships with NASCAR and with Penske Racing. NASCAR fans are among the most passionate and loyal fans in all of sports, and they love nothing more than getting together with friends to watch the race while enjoying a cold, refreshing Coors Light or a great tasting, never watered down Miller Lite. Our distributors and retailers know that, which is why they're so supportive of our leadership in the sport."
Coors Light's extension includes the exclusive right to use NASCAR marks on retail point-of-sale and merchandising materials, in advertising and digital marketing, and through other marketing tools. The brand will bring back Miss Coors Light in 2012 to award the Coors Light Pole Award to the winning driver, make appearances and provides NASCAR commentary.
"The return of MillerCoors to NASCAR not only ensures that the company will bring back compelling activation that continues to engage and excite our fans, but it also benefits our ecosystem as a whole, which is comprised of tracks, drivers and teams," said Steve Phelps, NASCAR chief marketing officer. "As a sanctioning body, NASCAR is proud to have Coors Light as part of our stable of Official Partners for whom we create exclusive assets and platforms to drive their respective businesses. NASCAR is the sport that works for business, and we're pleased to see it working so well for MillerCoors."