Nascar has renewed its agreement with MillerCoors, which will see the company's Coors Light brand continue as the official beer of the sport. Coors Light has held the position since 1998. The latest deal adds to MillerCoors’ Nascar sponsorship portfolio, which also includes a newly renewed agreement with Penske Racing as well as sponsorships of seven Nascar tracks.
"We don't make investment decisions like this without having a great sense of exactly what the alliance will deliver for our brands," said Andy England, MillerCoors’ chief marketing officer. "That's why I'm so excited about our continued partnerships with Nascar and with Penske Racing.”
Coors Light's activation of its central Nascar sponsorship will again include the Coors Light Pole Award for all three Nascar series, as well as its Miss Coors Light programme which began in 2010.
"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's 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."