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Volume 26 No. 209
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Coors Banquet Signs Deal To Become Official Beer Of PBR

PBR today named Coors Banquet the official beer of the bull riding series, a new partnership from two Colorado-based brands. Terms were not revealed for the deal, but assets include in-arena signage, new at-venue pouring rights and a range of digital and social opportunities. Coors Banquet, the full-bodied version of Coors Light, doesn't traditionally do as much sports marketing as Coors Light, though it has been involved in western sports like rodeo. On top of selling Coors Banquet beer at venues, the drink will be available at after-party events, and Coors will also promote its Coors Banquet Locator app that helps people find where the drink is sold. There will also now be Coors Banquet-sponsored features on PBR's OTT "Ride Pass" service.