MillerCoors Renews NASCAR Partnerships
CHARLOTTE, N.C. -- MillerCoors' two biggest brands have extended their multi-year partnerships in the racing world. Coors Light will continue its sponsorship as the "Official Beer of NASCAR," while Miller Lite will continue to serve as the season-long primary sponsor of Penske Racing's No. 2 Dodge, driven by Brad Keseloswski.
"We don't make investment decisions like this without having a great sense of exactly what the alliance will deliver for our brands," said Andy England, chief marketing officer for MillerCoors. "That's why I'm so excited about our continued partnerships with NASCAR and with Penske Racing. NASCAR fans are among the most passionate and loyal fans in all of sports, and they love nothing more than getting together with friends to watch the race while enjoying a cold, refreshing Coors Light or a great-tasting, never watered-down Miller Lite. Our distributors and retailers know that, which is why they're so supportive of our leadership in the sport."
The Coors Light/NASCAR partnership includes the Coors Light Pole Award for the Sprint Cup, Nationwide and Camping World Truck Series. It also grants MillerCoors the exclusive right to use NASCAR marks on point-of-sale (POS) and merchandising materials, advertising and digital marketing, and other marketing tools.
Coors Light also supports the Miss Coors Light program. Miss Coors Light presents the Coors Light Pole Award to the winning driver, makes promotional appearances at local bars during race week and comments on NASCAR activities through her Facebook page, the company said.
Keselowski and the Blue Deuce car will continue to be featured on Miller Lite-branded POS materials and in advertising and digital marketing. He will also make appearances with his crew at retail accounts to visit Miller Lite customers throughout the racing season.
"The No. 2 Miller Lite Dodge is coming off a very successful season on the racetrack -- one where we reached Victory Lane for a sixth-consecutive season while qualifying for the Chase for the Championship," said Roger Penske of Penske Racing. "The continued support of MillerCoors will ensure that this long-standing partnership will remain one of the strongest bonds in professional motorsports. With Miller Lite, we are proud to have one of the few full-season sponsors in the NASCAR Sprint Cup Series. That continuity is one of the many reasons Brad and the team are primed for another great season."