NFL’s Vikings toast extension with MillerCoors

US-based brewery MillerCoors has opted to extend its sponsorship deal with NFL American football franchise the Minnesota Vikings.

The agreement will run for 10 years, from the 2015 season through to the end of the 2024 campaign.

Under the deal, MillerCoors will retain its role as the official beer partner of the Vikings and continue to run various fan experiences and local community initiatives in partnership with the team.

MillerCoors will also become a founding partner of the team’s new 65,400-seat U.S. Bank Stadium, which is due to open in July 2016.

The founding partner section of the deal includes prominent signage and guest entertainment throughout the new stadium, including a large party deck area as well as custom-branded space in the Club Purple facility. MillerCoors will also continue to hold its ‘Party at the Plaza’ event prior to games at the stadium.

In addition, MillerCoors plans to leverage its brands beyond the stadium through custom team packaging, consumer promotions and Vikings-themed point of sale across the Minnesota region.

Steve LaCroix, executive vice-president and chief marketing officer of the Vikings, said: “With enhanced amenities on game days and expanded in-market promotions, this partnership goes hand-in-hand with the Vikings goal of providing an unprecedented experience for our fans.”

U.S. Bank signed up as the stadium naming rights partner of the new home of the Vikings last month. The deal will run for 20 years, from the opening of the stadium in 2016 to 2035.