The National Football League side Dallas Cowboys have extended their partnership with the brewing company Molson Coors for 10 years.
It will give the brewing company the right as the sole supplier of alcoholic beverages for the Cowboys.
Reports suggest that according to the new deal, Molson Coors will be paying Dallas Cowboys US$20 million annually for over ten years.
This new deal is the fourth decade of the relationship between the Cowboys and Molson. According to reports, Molson Coors were paying between US$11 million and US$12 million a year under the previous contract but noted that the new deal is an expansion to the previous agreement as it will cover the company’s entire portfolio, with Miller Lite continuing to serve as the lead brand.
Commenting on the extension, Adam Dettman, Molson Coors’ head of partnerships for North America, said, “Miller Lite is still the lead brand, we’ll still activate every day as the only beer of the Cowboys, but we will look to amplify that with other brands from our portfolio across that and meet the needs of Cowboys fans no matter where they consume Cowboys content.”
The new deal was announced as the Cowboys unveiled the new ‘Miller Lite House’, a new tailgate experience for fans positioned outside the franchise’s AT&T Stadium.
The Miller Lite House is an 87,000 square foot outdoor property positioned just outside the AT&T Stadium and consists of two beer gardens, six bars, a 70-yard turf football field, over 60 television screens, two fantasy football walls, and the biggest walk-in beer cooler in the state of Texas.
By the end of the new deal, Miller Lite will have been the exclusive beer sponsor of the Cowboys for around 40 years.
The news comes in continuation with the Cowboys getting named as the most valuable NFL franchise with a price tag of US$6.9 billion, according to Sportico’s annual valuations.