New "Hard Knocks" To Feature Texans Bears' McCaskey Second-Guessing Signing McDonald Missouri Pols Sue Nixon Over NFL Stadium Plan Date Of San Diego Stadium Vote Important Bears Cut Ray McDonald After Second Arrest NFL Analyzing Possible L.A. Relocation Fee Levi's Stadium Seeks More "Cozy" Atmosphere Brady-Goodell Battle Taking Shape Jags Develop Ticket Program For Local Biz Texans Emerge As "Hard Knocks" Favorite
Upcoming Conferences and Events
SBD/Issue 238/Sponsorships, Advertising & Marketing
Here’s To Football: Coors Signs Five-Year Renewal With NFL
Published September 7, 2005
|Coors Doubles Up With
$500M NFL Extension
WHAT ABOUT BUD? SBJ’s Kaplan & Lefton add the NFL was also negotiating with Anheuser-Busch, which sponsors 28 NFL teams. A-B VP/Global Media & Sports Marketing Tony Ponturo: “Our overall sponsorship advertising and promotional investment in the NFL is significantly better than the competition, and we’re disappointed that the NFL chose to go in a different direction.” Some NFL team execs “cautioned that alienating the powerful Ponturo and [A-B] could be a problem for the league.” One team exec said, “They are risking the anger of the ‘Pope’ (Ponturo) by continuing with Coors.” Kaplan & Lefton note Coors had in its favor its “incumbency, its support of every NFL marketing initiative since becoming a sponsor, and the league’s calculation that [A-B] will continue to spend its vast marketing budget with NFL broadcasters and teams.” The status quo “was judged to be the most lucrative deal for the league and its teams.” A source in the negotiations said, “If Bud got the league deal, Coors walks away to some other property. If Coors gets it, Bud can’t walk away” (SBJ, 9/5 issue).