Tha Sports Junkies 101

Coors Light Ends NASCAR Partnership, no longer Official Beer

Photo by Gary England via Flickr


One of NASCAR’s biggest corporate sponsors no longer has a relationship with the sport. Coors Light, NASCAR’s Official Beer since 2008, ended a 5-year deal.

Coors Light is sold by MillerCoors, who also markets Miller Lite and Keystone Light. According to Sports Business Journal, NASCAR and MillerCoors could not reach an agreement on a deal that expires on December 31. However, NASCAR has in recent weeks tried to renew this deal with MillerCoors.

2017 has surely seen an offseason full of changes for NASCAR. While the championship format and rules packages are remaining virtually unchanged from 2017, Daytona Speedweeks will absolutely feature several new names and faces in new places. Coors Light’s absence is just the latest addition to this list of moving drivers and sponsors.

Coors Light was the naming sponsor for Pole Awards in both the Monster Energy Cup and Xfinity Series. Through Keystone Lite, MillerCoors also sponsored Pole Awards in the Camping World Truck Series. Older fans may remember Coors Light from sponsoring Sterling Marlin with Chip Ganassi Racing.

Despite this news, MillerCoors will still have a financial stake in the sport. Miller Lite will sponsor Brad Keselowski and the Team Penske 2 car for 11 races in 2018. The sponsorship between Miller and Penske dates back 28 years.

The loss of an Official Beer sponsor is just the latest in a long line of changes NASCAR has undergone to cater to a younger fan base. Monster Energy has certainly changed the at-track experience for fans and drivers alike. Another beer may replace Coors as the sport’s Official Beer. Although, NASCAR does need to embrace the new generation of fans, much like with the new generation of drivers.

In less than 8 weeks the 60th Daytona 500 will kick off the 70th season of NASCAR racing. A new year will bring a championship fight that is sure to be as entertaining as 2017. Coors’ departure from the sport may be seen by some as a negative. However, I say to view it as a chance for another sponsor to enter NASCAR and brand themselves with the many loyal fans.