Coors Light Replaces Busch as Official Beer of Nascar

Big changes loom in Nascar's beer sponsor world.

Coors Brewing and Nascar have signed a five-year $20 million partnership, making Coors Light the official beer of Nascar beginning next season.

Photo of David Stremme, driver of the #40 Coors Light Dodge, by Jason Smith/Getty Images for NASCAR

Budweiser has been the official beer of the racing series since 1998. The new deal gives Coors category exclusivity, as well as the right to brand the Pole Award formerly sponsored by Bud. Coors is ending its primary sponsorship of the No. 40 Chip Ganassi Racing Dodge after this season.

Bud, which is losing its relationship with Dale Earnhardt Jr. with the driver's move from DEI to Hendrick Motorsports next season, will maintain a presence with NASCAR's top series via a new primary sponsorship arrangement with Kasey Kahne's No. 9 Dodge

ESPN.com's David Newton notes the name of the season-opening Budweiser Shootout after the 2008 season has yet to be determined. The Shootout will be run next year at Daytona Int'l Speedway under the Budweiser name, but after that "it will be up to [ISC] whether to continue the race with Coors Light or another sponsor."

"Our deal was up with those guys, and this opportunity came up," says Andy England, chief marketer for Coors. "It feels like we are elevating our game."

Photo by Chris Graythen/Getty Images

For consumer product marketers it's a big win, as the move opens up greater opportunity for strong retail display -- especially in cities where Nascar races occur.