Category: Budweiser

Sep 25 2007

Coors Light: Official Beer of Nascar

Just saw this today, Coors Light has announced a $20 million dollar deal to become the official beer of Nascar over the next five years.

Coors replaces Anheuser-Busch as the official sponsor. The new deal includes renaming the pole award to the Coors Light Pole Award from the Bud Pole Award.

For Coors, the NASCAR deal also replaces its sponsorship of the No. 40 Dodge in the Nextel Cup Series.

“Our deal was up with those guys, and this opportunity came up,” says Andy England, chief marketer for Coors. “It feels like we are elevating our game.”

For consumer product marketers, a league deal opens up greater opportunity for strong retail display — especially in and around cities when races occur. Source: Coors Light to become the official beer of NASCAR

Apparently, Anheuser-Busch is backing down their sponsorship money a lot as they will no longer sponsor the Busch series either. Maybe they have figured out what some of the top advertising minds are beginning to figure out, it’s not all about the branding anymore. I don’t know about you all, but I’ll still be drinking the old Bud Light.

Jul 13 2007

No Budweiser for Junior Until After the Race

Looks like Budweiser will not be the sponsor of Dale Jr’s car at Hendrick motorpsorts, as Hendrick already has sponsors in place for next season. Dale Jr did says he remains committed to Budweiser for the rest of the season and will continue to make it his beer of choice.

New team. New sponsor. Indeed 2008 will be a new beginning for Dale Earnhardt Jr.

Hendrick Motorsports on Friday announced that contractual commitments to existing sponsors will preclude Budweiser from continuing as primary sponsor of the car driven by Earnhardt when he joins the organization next season.

“We have agreements in place with sponsors for the 2008 NASCAR Sprint Cup season, which prevent us from having a relationship with Budweiser,” team owner Rick Hendrick said.

“Honoring our commitments is important to us. The trade-off is missing an opportunity to bring Budweiser, a marquee brand synonymous with NASCAR and its fans, into the fold.” Source: Hendrick: Junior will have new sponsor next season

ESPN.com has said that Budweiser will remain a sponsor and are pursuing Evernham Motorsports driver Kasey Kahne and his number 9 Dodge.

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