Miller/Coors the second largest brewer in the United States announced on Tuesday that they have entered into a multi-year partnership with the Verizon IndyCar Series becoming the official beer and cider to IndyCar.
Speaking about the formation of the new partnership, Mark Miles, CEO of Hulman & Co the parent company to the Verizon IndyCar Series commented by saying:
We’re delighted to welcome MillerCoors back to INDYCAR and excited to add another commercial partner to the Verizon IndyCar Series, The key to this partnership is MillerCoors’ plans to activate in many of our race markets, which we’re confident is an essential component in furthering the momentum of the Verizon IndyCar Series this season.
Coors Light will act as the primary brand of the IndyCar partnership however the programme extends into other Miller/Coors products.
Coors have already been named as the official beer to the Grand Prix of Boston which will take place later this season. Miller/Coors have also confirmed that they will be an associate partner through their Henry’s Hard Soda brand to the No.2 Team Penske Chevrolet of Juan Pablo Montoya for the 100th running of the Indianapolis 500 presented by PennGrade Motor Oil next month.
Speaking about the deal, Director of Sports and Entertainment Marketing with Miller/Coors, Adam Dettman commented by saying:
“Becoming the official beer sponsor of the Verizon IndyCar Series perfectly rounds out our activation and consumer engagement with the sport, 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.