Coors Brewing Co. has renewed its sponsorship deal with NFL team the Denver Broncos.

The US unit of Molson Coors confirmed yesterday (30 October) that it has extended its partnership with the Broncos for a further five years. Financial details were not disclosed.

"Partnering with local franchises is an important part of our marketing plan as the official beer sponsor of the NFL," said David Wilson, Coors' national sponsorship manager. "Coors has always been involved in the Colorado community, and we're looking forward to another long partnership with our hometown team."

Greg Carney, vice president of marketing for the Broncos, added: "Our partnership with Coors is a natural alignment, bringing together two great Colorado traditions - Broncos football and Coors beer - and we're looking forward to another great five years."

Coors will have the rights to use Broncos' trademarks for in-store promotions for the next five years.

Coors is the official beer of the NFL and has relationships with 10 NFL teams in addition to the Denver Broncos. Last month the company secured a two-year deal with the New Orleans Saints.