Coors Light has updated its sponsorship deal with the National Football League and plans to reinstate its competition giving fans the opportunity to win season tickets.

The brewer said yesterday (27 August) that over the 2007-2008 seasons, its will have new partnerships with the New York Giants and the Tennessee Titans as well as extending its relationship with the New York Jets and Pittsburgh Steelers.

The company said that each new relationship provides the right to use the team name and logo in advertising, promotional activities and packaging as well as media placements during radio broadcasts of games.

Coors Light is also extending its deals with the New England Patriots and Oakland Raiders and is also a sponsor of the Denver Broncos, New Orleans Saints and San Diego Chargers.

Coors added that, from the end of October, it plans to bring back its Silver Ticket program, giving fans the chance to win NFL tickets, NFL experiences, including a trip to the NFL Draft, and thousands of other NFL prizes by getting tickets to enter from packages of Coors and visiting

Coors Brewing Co. vice president of channel and sponsorship marketing Bryce McTavish said: "Through our sponsorship of the National Football League, we have shown not only a love for the game, but also an understanding of the power of the NFL to reach adult beer drinkers. By signing deals with several new teams and extending our presence with existing partners, we are widening the reach of our brand and the impact of our status as the Official Beer Sponsor of the NFL and the NFL fan."