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Coors Brewing Company has signed a fresh deal to partner American football team the San Diego Chargers.

The five-year partnership, announced yesterday (20 March), allows Coors multiple marketing opportunities, including outreach to San Diego's military population and Hispanic consumers, the brewer noted.

"We are thrilled to welcome Coors into the Chargers partnership family and look forward to the next five years with them," said Chargers' vice president-chief marketing officer, Ken Derrett.

"With our renewed league partnership as the official beer sponsor of the NFL, Coors has increased its involvement with local NFL teams," said David Wilson, national sponsorship manager for Coors Brewing Company. "We're excited to be working with one of the league's leading organisations."

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

Financial details were not disclosed.

Last year, Coors extended its sponsorship of the NFL through to the 2010 season. The announcement marked an extension of the company's position as the league's official beer sponsor after three seasons.


Sectors: Beer & cider

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