Coors light to become the official beer of NASCAR

Coors Light will announce Tuesday a $20 million deal over five years to become the official beer of NASCAR starting in January.

 

Coors replaces Anheuser-Busch as the official beer sponsor. The new deal includes renaming the pole award to the Coors Light Pole Award from the Bud Pole Award.

 

For Coors, the NASCAR deal also replaces its sponsorship of the No. 40 Dodge in the top-tier Nextel Cup Series.

 

"Our deal was up with those guys and this opportunity came up," says Andy England, chief marketer for Coors. "It feels like we are elevating our game."