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

Coors Light has knocked out Budweiser as the official beer of Nascar. A five-year, $20 million deal that starts next year gives the brewer exclusive access to Nascar logos in advertising, packaging and promotions, along with rights to brand the Pole Award, an honor that goes to the fastest-qualifying time in each race. The No. 3 light suds has been gaining some ground on rivals Bud Light and Miller Lite of late, and its managers hope the high-profile sponsorship will help.

"This partnership allows us to deliver exciting and relevant programs to our distributors and retailers -- all centered around the No. 1 spectator sport in the country," says Andy England, Coors Chief Marketing Officer Andy England. Budweiser has been the official beer of Nascar since 1999, but is now rejiggering its race sponsorships, breaking with Dale Earnhardt Jr. and signing up Kasey Kahne as its new driver.

At the same time, Bud sister brand Busch has bowed out of title sponsorship of the Nascar-owned Busch Series, the minor-league circuit that can include some top racers.

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