CANADA/US: Molson Coors overtakes Anheuser-Busch as NASCAR sponsor

By just-drinks.com editorial team | 26 September 2007

Molson Coors has usurped Anheuser-Busch in completing a five-year deal to become the official beer sponsor of NASCAR in the US.

The sponsorship will give the company's Coors Light beer brand exclusive rights to NASCAR logos in advertising, packaging and promotions, the company said yesterday (25 September).

Anheuser-Busch, which announced in December that its 25-year title sponsorship of NASCAR's Busch Series of stock-car races would end after the 2007 season, said that the decision reflected the company's shift to marketing online.

NASCAR reportedly hoped to hike the sponsorship price to between US$35-$40m a year following A-B's $10m a year deal. Details of the deal were not disclosed.

Sectors: Beer & cider

Companies: Anheuser-Busch, Molson Coors