Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

MillerCoors CMO Says Timing Right For Coors Light To Exit As Official NFL Beer

Coors Light “will lose one asset this year that arguably helped its ascent -- its deal with the NFL as the league's official beer sponsor,” according to E.J. Schultz of AD AGE. The league last May signed a six-year deal with A-B InBev for Bud Light to become its official beer. MillerCoors Exec VP & CMO Andy England said, "It was a good deal for us. We were paying an appropriate price.” But he added that the “timing was right for an exit." He noted that when Coors Light "first struck the deal in 2001, it was before the 2008 merger that created MillerCoors, bringing Miller Lite and Coors Light under one roof.” England emphasized that MillerCoors “still has individual sponsorship deals with 21 of the 32 NFL teams.” He added MillerCoors "will still be all over NFL broadcasts." England: "We have deep relationships with CBS, NBC, Fox, ESPN, all of that" (AD AGE, 3/28 issue).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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/2011/03/30/Marketing-and-Sponsorship/Coors-Light.aspx

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

https://www.sportsbusinessjournal.com/Daily/Issues/2011/03/30/Marketing-and-Sponsorship/Coors-Light.aspx

CLOSE