MillerCoors won’t renew Coors Light sponsorship of NFL after 2010-2011 season

MillerCoors won’t renew Coors Light deal with NFL

NEW YORK — MillerCoors won’t renew its Coors Light sponsorship of the National Football League after this upcoming season is over.

Coors Light had been the official beer of the NFL since 2002 and this season will be its last.

MillerCoors CEO Leo Kiely says the company made an offer that expired at midnight Monday but it wasn’t accepted.

The company tells distributors in a memo it couldn’t reach an agreement with the NFL over the value of the sponsorship.

Kiely says MillerCoors still plans to maintain deals with individual teams but now it has a “significant amount” of money that it can spend elsewhere.

The company won’t disclose how much it paid for the sponsorship or what its offer was.