US brewer, Adolph Coors Co., has confirmed that it is has signed a five-year deal to become the official beer sponsor of the US football league, the NFL. The deal, thought to be worth $300m, allows Coors to use NFL logos in advertising and promotions. Under the terms of the deal, individual NFL clubs will be able to sell local sponsorship packages to Coors or other beer companies.

The announcement confirms reports that Coors had signed up with the NFL replacing Anheuser-Busch and Miller which were acting as joint official beer sponsors. However, the precise value of the deal has not been confirmed.

The Coors bid was reportedly twice that of A-B and Miller which have held the sponsorship jointly for the last 12 years. The brewer will pay the NFL $15m a year for the rights to the NFL and team logos while the balance of the $60m annual outlay will go on promotional spending and associated TV advertising. If the $300m estimate is accurate, it makes this the largest single sports sponsorship by one company.