Indianapolis-based INDYCAR says it has reached a multi-year partnership agreement with Chicago-based MillerCoors. The brewer will become the official beer and cider of INDYCAR under the agreement.
MillerCoors and INDYCAR’s parent Hulman & Co. are no strangers to each other. The brewer is already the official beer sponsor of the Indianapolis Motor Speedway and has sponsored numerous drivers dating back to the 1970s.
"We’re delighted to welcome MillerCoors back to INDYCAR and excited to add another commercial partner to the Verizon IndyCar Series," said Mark Miles, CEO of Hulman & Co. "The key to this partnership is MillerCoors’ plans to activate in many of our race markets, which we’re confident is an essential component in furthering the momentum of the Verizon IndyCar Series this season."
INDYCAR says Coors Light will be the lead brand of the partnership but other MillerCoors products will be integrated into the program. Miller brands have sponsored many drivers, including Al Unser, Danny Sullivan and Bobby Rahal, with the latter two winning IndyCar series championships under Miller sponsorships.
The announcement furthers the relationship between the two entities. In February, MillerCoors announced that Coors Light would be the official beer of the inaugural Grand Prix of Boston, which takes place in September.
"Becoming the official beer sponsor of the Verizon IndyCar Series perfectly rounds out our activation and consumer engagement with the sport," said Adam Dettman, director of sports and entertainment marketing at MillerCoors. "Whether it’s through the league sponsorship, track and race alliances, or our long-standing partnership with Penske Racing, we’ll use our portfolio of brands to connect with race fans and add to the excitement surrounding the sport."