US-based brewery MillerCoors has signed a multi-year partnership with North American motor-racing series IndyCar.
The partnership, financial terms of which were not disclosed, names MillerCoors the official beer and cider of the series. The brewery’s Coors Light beer will serve as the partnership’s lead brand, although other MillerCoors products will also be incorporated.
“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,” Mark Miles, chief executive of IndyCar’s parent company Hulman & Co., said.
The Miller Brewing Company and MillerCoors sponsored a range of IndyCar drivers, races and teams during the 1970s, 80s and 90s.
MillerCoors currently serves as the official beer sponsor of Indianapolis Motor Speedway, the venue for IndyCar’s showpiece Indy500 event. Coors Light was also in February named the official beer of the series’ Grand Prix of Boston event, which will be staged on September 4.
The brewer also will be an associate sponsor with the Penske Racing team on Juan Pablo Montoya’s car for the 100th running of the Indy500, through its Henry’s Hard Soda brand.
The 2016 IndyCar season continues this weekend with the Grand Prix of Long Beach.