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The Brews Are Back In Town: MillerCoors Renews, Extends With Nascar, Penske

MillerCoors said today that it has signed a deal to renew and expand its alliances with Nascar and Penske Racing.

Financial terms of the multi-year partnership extensions were not disclosed.

Coors Light, which began its status as the official beer sponsor for Nascar in 2008, will continue in that role.

Miller Lite has renewed its partnership with Penske Racing and driver Brad Keselowski, an alliance that began in 1991.

The Coors Light partnership with Nascar includes the Coors Light Pole Award for the Sprint Cup, Nationwide and Camping World Truck Series, which rewards the driver with the fastest qualifying time each week.

It also includes the exclusive right to use Nascar marks on POP and merchandising materials, in advertising and digital marketing and through other marketing tools.

The company stressed that all activations with Nascar “connect with legal-drinking-age consumers” and emphasized a drink-responsibly message.

“We don’t make investment decisions like this without having a great sense of exactly what the alliance will deliver for our brands,” MillerCoors CMO Andy England said in a statement. “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,” said England. “Our distributors and retailers know that, which is why they’re so supportive of our leadership in the sport.”

 

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