• Ad Age, Wednesday, September 26, 2007 11:15 AM

Starting next year, Coors Light will have exclusive access to Nascar logos in advertising, packaging and promotions, as well as the right to brand the Pole Award, which goes to the fastest-qualifying time in each race. Coors will pay $20 million for the five-year deal.

Coors Light, the No. 3 light beer, has picked up some sales ground on Bud Light and Miller Lite this year, and it hopes the high-profile sponsorship will continue that momentum.

Anheuser-Busch's Budweiser, which has held the official beer role since 1999, is reshuffling most of its Nascar sponsorship activities. It recently split with longtime driver Dale Earnhardt Jr., who acquired Pepsi for next season, and enlisted Kasey Kahne. Bud sibling Busch has also surrendered its title sponsorship of the Nascar-owned Busch Series, a minor-league event in had held since 1984. Nascar is still seeking a sponsor for the Busch series.

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