NASCAR Still Looking For Pole Sponsor After Coors' Exit

NASCAR is looking for a new pole award sponsor to replace Coors Light, but until it does, the mark will simply be called the Pole Award. Coors had been the official beer of the sport since '08 and had the pole award entitlement for all three national series included in its deal, but the brewer let the deal expire last year without a renewal. The first pole award of the year will be handed out Sunday afternoon during qualifying for the Daytona 500, which will be held one week later.

NASCAR is thought to be talking to both current and prospective partners about taking on the asset. Coors’ original NASCAR deal that included the pole award entitlement was worth $4M annually, but its current value is unclear.