it’s not surprising that a sponsor these days would cut back their involvement in a sport. That is a common theme in every series across every industry. As marketing strategies and ways people tune into programs are changing, so is the landscape and the all mighty sponsorship dollar.
The Miller/Coors deal in NASCAR is the latest example.
The beer company has been involved in the sport for decades. Miller has been with Team Penske since 1991 and Coors Light has been the “Official Beer of NASCAR” as well as the primary sponsor for the pole award in the Monster Energy NASCAR Cup Series since 2007. Now, both have scaled back their involvement.
Miller Lite will only be the primary sponsor on Brad Keselowski’s No. 2 Ford for 11 races in 2018. That’s down from 24 this past season.
On Friday, Coors Light revealed to the Sports Business Journal that they were stepping away from NASCAR all together.
It’s a bad trend that we’d all love to see reversed but in this day and age, it’s the new norm.