27 September, 2006

USA: Coors makes deal with New Orleans Saints

Coors Brewing Co. has signed a two-year partnership agreement with the New Orleans Saints, the company said September 25.

Already the official beer sponsor of the National Football League, Coors is increasing its involvement with individual teams, the Golden-based brewer said.

As part of its partnership, Coors said it will give $20,000 to Music Rising, an organization supported by the Saints that aims to replace instruments lost or ruined by Hurricane Katrina last year. The Saints are scheduled to play in the Louisiana Superdome Monday night for the first game there since Katrina ravaged New Orleans.

The partnership also gives Coors the rights to use Saints trademarks and naming rights for a bar inside the Superdome. The Coors Light Cold Zone will open soon, the company said.

Coors is a subsidiary of Denver-based Molson Coors Brewing Co., the third-largest brewer in the United States.

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