Detroit Pistons Add Coors Light to Sponsor Roster

April 3, 2013

CHICAGO (April 3, 2013) – Coors Light, The World’s Most Refreshing Beer, has finalized a multi-year deal to become a sponsor of the Detroit Pistons.

The partnership features the following assets for Coors Light:

  • Sponsorship of the Pistons annual draft day party and consumer promotions related to the draft.
  • A special ticket packaging program for all of Pistons’ Tuesday home games.
  • Name-in-title sponsorship of a concourse bar area at the Palace.
  • Sponsorship of the team’s post-game radio show.
“Coors Light has enjoyed healthy growth in Michigan lately, and with that we felt the need to more deeply connect with our consumers and community,” said Chris Hudgens, MillerCoors general manager of sales for Michigan. “A partnership with the Pistons allows us to do both these things, while reinforcing our presence at a hallowed venue such as the Palace of Auburn Hills. We feel truly lucky to be able to support this organization, which is steeped in heritage and has such a bright future ahead.”

This strategic partnership unites two unique brands with significant resources, from the Coors Light brand recognition to the targeted digital innovations from the Detroit Pistons organization and the ability to reach all their fans.

“We’re happy to partner with an organization like MillerCoors and Coors Light,” said Dennis Mannion, Detroit Pistons and Palace Sports & Entertainment CEO and president. “It’s a great opportunity to mutually continue to build our brands and connect to our audiences for years to come.”

About Detroit Pistons
One of the National Basketball Association’s early franchises, the Detroit Pistons, based in Auburn Hills, Mich., are among an elite group to win back-to-back NBA championships, winning the title in the 1989 and 1990. The franchise began as the Fort Wayne Pistons in 1941 in Fort Wayne, Ind. as a member of the National Basketball League before joining the NBA in 1948. The franchise moved to Detroit in 1957, reaching the Eastern Conference Finals six consecutive seasons from 2003 to 2008 and earning its third NBA Championship in 2004. Off the court, the Pistons work to be impactful in the community through its Come Together Foundation, encouraging volunteerism and community leadership.

About MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports PeroniNastroAzzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in ChippewaFalls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson.