Coors to continue relationship with Colorado Rockies

GOLDEN, Colo. Molson Coors Brewing Co., the third-largest beer producer in the United States, announced Monday that it hade signed a new ten-year sponsorship agreement maintaining its place as the “official malt beverage sponsor” of the Colorado Rockies. The deal includes promotional, advertising, licensing and hospitality rights.

“Coors Brewing Company is synonymous with the Colorado Rockies and Coors Field and we are proud to continue our relationship for many years to come,” said Bryce McTavish, vice president of retail marketing and sponsorship, Coors Brewing Company. “As the National League champions look to defend the pennant, we are thrilled to renew our partnership and refresh the thirst of Rockies fans.”

Financial terms weren’t disclosed.

Coors and the Rockies signed their first deal when Coors Field opened in 1995. Coors also secured naming rights for the premium seating section and lounge area located behind home plate—the “Coors Clubhouse”—as well as the picnic area behind centerfield, the company reported.