Coors Light will no longer be the official beer of NASCAR, ending a near 10-year partnership, and the company will not sponsor NASCAR’s pole awards in 2018 after the deal expires Dec. 31.
Coors Light became NASCAR’s official beer sponsor in 2008 replacing Budweiser. The partnership started as a five-year deal, and was last renewed in 2012.
It was reported the two sides “could not reach an agreement” even though NASCAR made attempts in recent weeks to “salvage some form of a pact.”
Miller Lite, which is a produced by Coors Light’s parent company Molson Coors Brewing Co., will still be a part of NASCAR as a sponsor of Team Penske’s No. 2 Ford with driver Brad Keselowski.
Keselowski’s partnership with Miller Lite next season will mark 28 years together, and the brand will be on Keselowski’s car for 11 races in 2018.