Photo Credit: Bret Kelley/IndyCar
INDYCAR and longtime partner and sponsor MillerCoors announced a multi-year partnership agreement that would now make the second-largest brewer in the United States the official beer and cider of INDYCAR and many of it’s race markets.
“We’re delighted to welcome MillerCoors back to INDYCAR and excited to add another commercial partner to the Verizon IndyCar Series,” said Mark Miles, CEO of Hulman & Co., the parent of INDYCAR and Indianapolis Motor Speedway. “The key to this partnership is MillerCoors’ plans to activate in many of our race markets, which we’re confident is essential component in furthering the momentum of the Verizon IndyCar Series this season.”
Coors Light will serve as the lead brand for the partnership. Back in February, Coors Light was announced as the official beer of the Grand Prix of Boston that the Verizon IndyCar series will run on Labor Day weekend in 2016. Other MillerCoors products will also be part of the program.
MillerCoors has a long history with INDYCAR and the IndyCar Series. As Miller Brewing Company, they were involved at a sponsorship capacity for three decades with drivers Al Unser, Danny Sullivan and Bobby Rahal. Al Unser Jr. won his 1992 Indianapolis 500 with sponsorship from Molson, which is another MillerCoors brand. Other drivers that have sponsorship from Coors Brands include Robby Gordon, Buddy Lazier and Champion Scott Dixon.
MillerCoors and Hulman & Co. relationship began under Miller Light brand with IMS and Indy 500.
They are the official beer sponsor of IMS and will present Miller Light Carb Day on May 27 and the Coors Light Snake Pit concert on race day May 29. They also will be an associate sponsor on Juan Pablo Montoya’s No. 2 Penske Racing Chevrolet through their Henry’s Hard Soda Brand for the 100th running of the Indianapolis 500.
“Becoming the official beer sponsor of the Verizon IndyCar Series perfectly rounds out our activation and consumer engagement with sport,” said Adam Dettman, director of sports and entertainment marketing at MillerCoors. “Whether it’s through the league sponsorship, track and race alliances, or our long-standing partnership with Penske Racing, we’ll use our portfolio of brands to connect with race fans and add to the excitement surrounding the sport.”
Up next for the Verizon IndyCar Series is the Toyota Grand Prix of Long Beach on April 17th.
