NEW YORK - Coors has become the NFL's official beer sponsor in a five-year deal that includes the right to use the league's various logos. <br>
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Brian McCarthy, the NFL's director of corporate communications, confirmed the deal Tuesday, but would not release terms. Sports Business Daily reported the contract is for $300 million. <br>
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Coors obtained rights to use the logos of the NFL, the Super Bowl and Pro Bowl in advertising and promotions. Coors can also do promotions or advertising with team logos, but it must use all 32 logos at the same time. <br>
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The Coors contract does not prevent each team from cutting its own deals with other beer companies or with Coors. In the past, Anheuser-Busch and Miller Brewing shared the category. <br>
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The NFL will receive the rights fees from Coors, and all 32 teams will share the money. The various NFL franchises also retain money from local team deals. <br>
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While Coors will advertise during NFL games, so will Anheuser-Busch and Miller, as they have done in the past. Miller has been involved with the NFL for 18 years, while Anheuser-Busch has been a league sponsor for 12 years.
