The Brews Are Back In Town: MillerCoors Renews, Extends With Nascar, Penske
By BigLeadSports
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.
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.”