Business Services Industry
Chicago Tribune Marketing Column.
Knight Ridder/Tribune Business News, March, 2002
By Jim Kirk, Chicago Tribune Knight Ridder/Tribune Business News
Mar. 27--Coors Brewing Co. pulled off a major quarterback sneak.
The No. 3 U.S. brewer out-bid its larger competitors and nabbed the exclusive sponsorship rights of the biggest pro sports franchise--the National Football League--in a deal worth $300 million.
Coors execs announced the deal Tuesday to its distributors at the company's annual sales meeting in Las Vegas.
An NFL spokesman Tuesday confirmed that the Golden Colo.-based brewer won the sponsorship sweepstakes for the NFL through 2007. Previously, the rights had been split between No. 2 Miller Brewing Co. and No. 1 Anheuser-Busch, which still holds exclusive beer sponsor television rights for the Super Bowl....
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