MillerCoors had partnered with NASCAR through Coors Light since 2008

MillerCoors had partnered with NASCAR through Coors Light since 2008

MillerCoors, the US unit of Molson Coors, has ended its Coors Light NASCAR sponsorship after an almost ten-year partnership.

Sports marketing media Sports Business Daily reported last week that the brewer did not renew its Coors Light deal as the official beer of NASCAR. The two sides failed to reach an agreement and allowed the sponsorship deal, which was first signed in 2008, to expire on Sunday.

A MillerCoors source told just-drinks that the decision was about an opportunity to more effectively reinvest the company's marketing dollars for Coors Light.

MillerCoors continues to be represented in NASCAR through its Miller Lite sponsorship of Team Penske driver Brad Keselowski. The brewer recently announced an extension to the sponsorship, however, according to media reports the new deal is smaller than the previous arrangement.

Yesterday, Molson Coors confirmed that Keith Villa, the creator of Blue Moon Belgian-style beer, is to step down from the company.

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