The information below details the sports involvements of leading beer companies and their brand products.
Adolph Coors Co.
Headquarters: Golden, Colo.
Sales: $3.8 billion
Sports ad spending (rank): $104.8 million (7)
Sports sponsorships
Coors: NFL and four teams: Broncos, Patriots, Raiders and Steelers; MLB Rockies, NBA Nuggets and NHL Avalanche; PGA International; Denver Grand Prix; NCAA Tostitos Fiesta Bowl; Kentucky Derby; Professional Rodeo Cowboys Association; Coors Field (in Denver); Coors Events Center (at the University of Colorado); Pepsi Center (in Denver); Daytona International Speedway; Kansas Speedway; Vail Resorts; Copper Mountain ski resort
Coors Light: NASCAR Winston Cup Series No. 40 car
Anheuser-Busch Cos.
Headquarters: St. Louis
Sales: $13.6 billion
Sports ad spending (rank): $263.9 million (1)
Sports sponsorships
Anheuser-Busch: Super Bowl telecast, through 2005; AMA Supercross Series
Budweiser: MLB and 24 MLB teams; NBA and 22 NBA teams; NBDL and its eight teams; 27 NFL teams; 2006 FIFA World Cup; MLS; U.S. men's national soccer team; NASCAR; NASCAR Winston Cup Series No. 8 car; NASCAR Budweiser Shootout at Daytona and the Bud Pole Award; 2004 U.S. Olympic teams; 2003 U.S. Pan American Games teams; NHRA and driver Brandon Bernstein; NHRA Top Fuel Budweiser Shootout; NHRA Funny Car Budweiser Shootout; Andretti Green Racing for Indy 500 (associate sponsorship); major boxing events on HBO, Showtime and pay-per-view; U.S. Ski & Snowboarding Association; American Ski Co.; American Ski Classic Beaver Creek; Budweiser Events Center (in Loveland, Colo.)
Bud Light: 22 NBA teams; 27 NFL teams; NHL and 21 teams; USA Hockey men's national team; WNBA and its 14 teams; 2003 FIFA Women's World Cup; U.S. women's national soccer team; Association of Volleyball Professionals; Florida Beach Volleyball Association; California Beach Volleyball Association; Major League Lacrosse and its six teams; Professional Bull Riders; 25 Bud Light U.S. Team Roping Championship events; International Gay Rodeo Association; Pro Wakeboard Tour; U.S. Ski & Snowboarding Association; American Ski Co.; World Snowmobile Association; Warnert Racing snowmobile team
Busch: NASCAR Busch Series, B.A.S.S., Busch B.A.S.S. Angler of the Year, Citgo Bassmaster Tournament Trail, Bassmaster Tournament anglers Denny Brauer and son Chad Brauer
Michelob Light: PGA Tour/Champions Tour, LPGA Tour, LPGA Tour Michelob Light Open at Kingsmill, all four World Golf Championship events
Michelob Ultra: Pilot Pen Tennis tournament (presenting sponsorship)
Michelob AmberBock: USA Rugby, U.S. Rugby Super League
O'Doul's: PGA Tour/Champions Tour, LPGA Tour
180 Energy Drink: World Snowmobile Association, Warnert Racing snowmobile team
Grupo Modelo, S.A. de C.V.
(Corona brand)
Headquarters: Mexico City
Sales: $91 million
Sports ad spending (rank): $2.7 million (NA)
Sports sponsorship: CART No. 5 car
Heineken USA
Headquarters: White Plains, N.Y.
Sales: NA*
Sports ad spending (rank): $15.8 million (NA)
Parent company (headquarters): Heineken N.V. (Amsterdam, The Netherlands)
Sports sponsorships
Heineken: USTA U.S. Open
Amstel Light: PGA of America
Labatt Breweries Co. Ltd.
Headquarters: Toronto
Sales: NA*
Sports ad spending (rank): $6.2 million** (NA)
Parent company (headquarters): Interbrew S.A. (Leuven, Belgium)
Sports sponsorships: NHL (in Canada); NFL (in Canada); MLB Blue Jays; CFL Argonauts, Bluebombers, Tiger-Cats; Calgary Stampede rodeo; Seasons of Champions (curling tour)
Miller Brewing Co.
Headquarters: Milwaukee
Sales: $4.8 billion
Sports ad spending (rank): $110.4 million (6)
Parent company (headquarters): SABMiller Plc (London)
Sports sponsorships
Miller Lite: NASCAR Winston Cup Series No. 2 car
Miller Brewing: Miller Park and Bradley Center (in Milwaukee), Conseco Fieldhouse (in Indianapolis); 20 NFL team sponsorships
Molson Inc.
Headquarters: Montreal
Sales: $1.3 billion
Sports ad spending (rank): $4,190 (NA)
Sports sponsorships: NHL Red Wings, Sabres and all six Canadian teams: Canadiens, Canucks, Flames, Maple Leafs, Oilers and Senators; Ontario Hockey League, Canadian Hockey League, Western Hockey League and Quebec Major Junior Hockey League; Team Canada Hockey; Hockey Hall of Fame; NBA and the Raptors; CFL and five teams: Alouettes, Eskimos, Renegades, Roughriders and Stampeders; all three CART races in Canada: Molson Indy Toronto, Molson Indy Vancouver and Molson Indy Montreal; National Lacrosse League and its four Canadian teams; Vancouver 2010 Bid Corp. (Olympics bid group); Molson Canadian SnowJam (action sport event)
NA: Not available
* Information on sales by the U.S. operation was not available at press time. Fiscal year 2002 sales for parent company Heineken N.V. were $11.1 billion, and for parent company Interbrew S.A. were $2.0 billion.
** Sports ad spending for parent company Interbrew S.A.
Notes: Sales totals are worldwide sales for each company's 2002 fiscal year. Sports ad spending totals are for calendar year 2002. The ad spending dollar figure is the amount of money spent by the national corporation on ads that aired during sports programming during the year. The ranking represents where each company's total stands compared with the sports ad spending totals of all U.S. companies in 2002.
Sources: Nielsen Media Research, SEC filings, Street & Smith's SportsBusiness Journal research
