Coors pays $300m to be NFL beer sponsor

NEW YORK – US beer giant Coors Brewing has signed a $300m (£210m) five-year deal to be the official beer sponsor of the American football league, the NFL.

The sponsorship deal is being described as one of the biggest to date in sport and covers sponsorship fees, TV advertising and promotional marketing activity.

The move is part of a radical plan to boost the position of Coors, a unit of the Adolph Coors Company, in the US beer market. The brand currently sits in the number three spot, behind Anheuser-Busch and Miller, the number one and two brands respectively.

It marks the first time in the last 18 years that one of the number one or two brands has not sponsored the NFL. The deal will give Coors greatly increased exposure among core beer drinkers aged 21 to 27, who account for more than 25% of US beer sales.

The wide-ranging deal not only gives Coors exclusive rights to NFL trademarks, including the Super Bowl, but also the rights to use the branding of the NFL's 32 team logos.

The two will kick off the deal with a broad marketing campaign, which will include advertising and in-store promotional marketing in supermarkets, bars and restaurants.

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