The National Football League’s Las Vegas Raiders have signed a wide-ranging partnership with leading international brewing company Molson Coors.
The Chicago-based Molson Coors has become the official domestic beer and official craft and hard seltzer of the team and its new state-of-the-art venue, the Allegiant Stadium.
Molson Coors has also been designated a founding partner of the 65,000-capacity Allegiant Stadium. Terms were not disclosed.
The partnership will include prominent branded environments, experiences, and fan-engagement assets creating a year-round presence throughout the venue, while Molson Coors brands will be available to fans attending events at Allegiant Stadium.
These include the Coors Light Landing, which will be home to the Raiders’ iconic Al Davis Memorial Torch, and the exclusive Coors Light Silver Seats, which will span the edge of the Coors Light Landing and face the playing field.
Molson Coors will also have multiple branded bars throughout Allegiant Stadium that highlight the portfolio inclusive of Coors Light, Blue Moon and Hop Valley. In addition, Coors Light will have a tailgate activation prior to all Raiders home games.
Molson Coors will also sponsor the Designated Driver program inside Allegiant Stadium and will be featured as a presenting partner at one Raiders game during the season.
The Raiders partnership also allowed for Molson Coors to produce special edition, co-branded Coors Light cans that are available now throughout Nevada to commemorative the 2020 inaugural season of the Raiders in Las Vegas.
Allegiant Stadium will host the 2021 Pro Bowl. The city of Las Vegas has been awarded the 2022 NFL Draft after this year’s event had to be transformed into a virtual experience in the wake of the global Covid-19 pandemic.
Fan attendance protocols for this coming season, however, remain unknown due to the public health crisis, and a growing number of individual NFL teams are allowing for ticket refunds or are allowing season ticket holders to skip the 2020 season without any loss of their seat position or overall seniority.