Coors Brewing, America’s third-largest brewer, has announced it will become the official beer sponsor of the National Football League until 2007.

The announcement, made at an annual convention, was later confirmed to by an insider, who reported that a five-year, $300 million deal has been signed.

Under the agreement, Coors gains exclusive rights to use NFL symbols and events, as well as rights to use the 32 team logos collectively (though not individually).

Coors outbid current joint beer sponsors Miller Brewing and Anheuser-Busch for the privilege. The ousted duo will still be allowed to advertise during NFL television broadcasts and arrange sponsorship deals with individual teams.

Data sourced from:; additional content by WARC staff