MLS Major League Soccer team Sporting Kansas City has announced a deal with brewery MillerCoors to make its Coors Light brand its official domestic beer partner.
The partnership includes naming rights for the Coors Light Cold Zone, an all-inclusive food and beverage hospitality terrace located in the southwest corner of the team’s Sporting Park.
Coors Light will also host a designated driver booth at Sporting Park, where people pledging to drive those enjoying a drink home safely can win tickets to future Sporting KC games.
Away from the stadium, Coors will feature the reigning MLS Cup champion’s ‘We Defend Together’ marketing campaign on its out-of-home advertising and retail point-of-sale materials throughout the Kansas City area.
Additionally it will host watch parties at bars and restaurants in the area, where fans can win match tickets, and launch VIP giveaways including behind-the-scenes stadium tours and on-field access during pre-game warm-ups.
Terms of the deal were not disclosed.