07.22.19 - News
PBR announces Coors Banquet as official beer
The brewer upholds its longtime support of professional rodeo through new partnership.
By PBR
PUEBLO, Colo. – PBR (Professional Bull Riders), based in Pueblo, Colo., and Coors Banquet, today announced a partnership for the Golden, Colo. brewer to become the “Official Beer of the PBR.”
The partnership among Colorado-based brands will solidify Coors Banquet’s involvement in the western lifestyle through a range of PBR assets, including in-arena exposure at events, on PBR’s fast-growing digital and social channels, and at after-party celebrations.
In the new partnership, Coors Banquet will gain increased distribution in PBR Unleash The Beast event venues. Coors Banquet beer as well as the Coors Banquet Locator, a tool helping fans find where Coors Banquet is available, will be promoted to fans during these PBR events.
Coors Banquet will theme its partnership to various forms of celebration in the sport. On RidePass, the league’s western sports digital subscription network, “The Coors Banquet Celebration” will be a recurring feature on each broadcast, focusing on winning rides, comeback moments, rider achievements, and other occasions for communal celebrations.
“Coors Banquet is honored to be the official beer of the Professional Bull Riders,” said Ryan Reis, Vice President of Coors Family of Brands at MillerCoors. “From our shared home of Colorado to our continued passion for rodeo, there are countless reasons why this partnership is an ideal match. We’re proud to expand our partnership while solidifying our commitment to this great American sport.”
Coors Banquet will also sponsor “PBR Afterhours Celebration Presented by Coors Banquet” immediately following the PBR Major in Nashville, Tenn. on August 24. The after-party will take over three floors of Losers in Nashville, featuring rider appearances, Coors Banquet specials and giveaways for fans.
During various events in the second half of the PBR season, which begins at Cheyenne Frontier Days July 22-23, Coors Banquet will roll out the Coors Banquet Hall – a sponsorship of PBR’s “Dirt Parties,” which are VIP areas on the arena floor against the retaining fence.
“We are thrilled to welcome Coors Banquet, an esteemed American brand with a longstanding history of supporting rodeo and the traditions of the American west, as the official beer of Professional Bull Riders,” said Sean Gleason, CEO, PBR. “Our brands are a great fit in being true to ourselves and our convictions within the western lifestyle. We are looking forward to raising a Coors Banquet with fans all over the world to toast many incredible celebratory moments showcasing these cowboys’ amazing athletic triumphs.”