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St. Louis Post-Dispatch Thomas Lee Column.
Knight Ridder/Tribune Business News, March, 2002
By Thomas Lee, St. Louis Post-Dispatch Knight Ridder/Tribune Business News
Mar. 28--At first glance, Adolph Coors Co.'s purchase of an exclusive sponsorship of the National Football League seems like a blow to rivals Anheuser-Busch Cos. and the Miller Brewing Co.
From an industry perspective, the NFL is the most valuable sports-marketing tool a brewer can have: Football and beer in the United States are nearly one and the same. A-B has sponsored the NFL for 12 years, Miller for 18 years. Through savvy marketing and clever retail promotions, the companies have used their sponsorships to great effect.
But now that Coors will pay the NFL a reported $12 million to $15 million over each of the next four years to be its official sponsor, A-B...
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