Coors Signs Sponsorship Deal with New Orleans Saints
Coors Brewing Co. has once again expanded its involvement with the National Football League by signing a two-year sponsorship deal with The New Orleans Saints as the team returns to the The Big Easy for its first football season since Hurricane Katrina.
As part of the multi-pronged deal, Coors will have rights to use the Saints trademarks for retail promotions and naming rights for a bar, The Coors Light Cold Zone, located inside the Louisiana Superdome.
Coors kicked off the agreement by contributing $20,000 to Music Rising, an organization dedicated to preserving the musical heritage of the Gulf States by replacing instruments lost or ruined by last year’s hurricanes. U2 (a founder of Music Rising) and Green Day performed the pre-game show in support of Music Rising at the home opener Sept. 26.
Coors is currently the official beer sponsor of the National Football League, but is increasingly its involvement with individual teams. It has marketing partnerships of varying levels with nine NFL teams, said David Wilson, national sponsorship manager for the Coors Brewing Co.
Coors is running a number of retail promotions tied to its sponsorship of both the NFL and the New Orleans Saints. For example, the Silver Ticket promotion gives fans the chance to enter to win tickets to NFL games and major NFL events, Wilson said.
Under the promotion, a label is applied to the insides of specially marked cases of Coors and Coors Light. A sweepstakes code on the label can be entered at CoorsLight.com. Prizes include NFL memorabilia, exclusive Silver Ticket parties, tickets to NFL games and Super Bowl prize packages. The promotion runs throughout the 2006 NFL season.
