Menu
Marketing and Sponsorship

MillerCoors Yet To Reach Renewal To Keep Coors Light As NASCAR's Official Beer

MillerCoors and NASCAR have not yet been able to reach an agreement to extend Coors Light's official beer deal with the sanctioning body that expires this year, according to sources. That makes a renewal look increasingly unlikely as the sport's offseason begins. Coors Light has been the official beer of NASCAR since '08 when it replaced Budweiser in a five-year deal that was originally valued around $4M annually. The deal was renewed in '12. While the sides maintain that they have not stopped negotiating and that a last-ditch save of the deal thus remains possible, sources said that NASCAR and MillerCoors have not been able to find a suitable arrangement to move forward despite negotiating for months after the brewer sought to renegotiate terms of a possible extension. MillerCoors, which sponsors the pole winner award every week as part of its deal, has cut back its presence in NASCAR in recent years, first getting rid of its at-track models that were part of its sanctioning body deal and then recently announcing an extension under reduced terms with Team Penske. It also has reduced its retail activation with the deal, something that has frustrated industry execs as they try to create more buzz for the sport. The brewer is in a transition amid being divested to Molson Coors Brewing Co. as part of the SABMiller-AB InBev mega merger last year. NASCAR added 12 official partners and renewed with ExxonMobil and Goodyear, but a re-opening of the beer category would present an important new task for the sanctioning body's business development team to tackle. NASCAR and MillerCoors declined comment.

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2017/11/22/Marketing-and-Sponsorship/Nascar-Miller.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2017/11/22/Marketing-and-Sponsorship/Nascar-Miller.aspx

CLOSE