The National Association for Stock Car Auto Racing (NASCAR) and Molson Coors Canada, a division of MolsonCoors, have created a partnership in Canada in which the Keystone Light brand will become the Official Beer of NASCAR in Canada and the Official Beer of the NASCAR Canadian Tire Series.
As an official partner, Keystone Light will have the ability to leverage the NASCAR logo on its packaging and throughout its national advertising campaigns. In addition, Keystone Light will participate in the NASCAR Canadian Tire Series Prize Money and Decal Program with the Keystone Light Pole Award. The award will be given to the NASCAR Canadian Tire Series driver who posts the fastest qualifying time each race of the season. Under the agreement, the brand will also secure pouring rights at multiple facilities the NASCAR Canadian Tire Series visits.
This partnership includes a robust media component on TSN and TSN.ca comprising of spots, billboards and custom features in NASCAR Sprint Cup, NASCAR Nationwide and NASCAR Canadian Tire Series broadcasts. The brand will also activate a national NASCAR promotion featuring VIP NASCAR race weekend experiences that bring Keystone Light drinkers up close and personal to the action on the race track.
“NASCAR Canada is extremely pleased to partner with Keystone Light and help grow its brand among passionate and devoted stock car racing fans using the NASCAR Canada platform,” said Randy Paul, managing director, NASCAR Canada. “To have a brand like Keystone Light, which has a successful history of supporting stock car racing in the U.S., working in partnership with NASCAR Canada is a testament to the popularity of NASCAR racing in Canada and its fans across the country.”
“Coors Light and Keystone Light have been terrific partners in the U.S., and we’re very excited to help Keystone Light expand its NASCAR relationship across the border into Canada,” said Jim O’Connell, vice president of corporate marketing for NASCAR. “With the NASCAR fan base evenly spread across Canada, we anticipate the sport can bring strong results to Keystone Light’s national promotions and retail activation.”
“The opportunity to partner with such a strong brand as NASCAR offers Keystone Light access to a growing fan base, providing immediate legitimacy with the loyal enthusiasts and casual followers of the sport,” said Kristi Knowles, vice president marketing for Molson Coors Canada. “We're planning to genuinely integrate the Keystone brand within the NASCAR Canada community – many who already happen to be Keystone fans. Our aim is not to be a spectator sponsor but to be right there as the checkered flag is waved.”
With 12 points events in 2011 at Canada’s premier oval track facilities and largest road racing tracks, the NASCAR Canadian Tire Series is Canada’s premier motorsport and only national motorsport championship. The series, which launched in 2007, features Canada’s top teams and drivers competing on both oval and road courses, and as a companion event to other major in-market events. The series stages races in British Columbia, Saskatchewan, Ontario, Quebec and Nova Scotia.
NASCAR is the #1 motorsports property on television in Canada. Today, 6.8 million adult Canadians are NASCAR fans, up from 5.8 million in 2004. NASCAR fans hail evenly from all parts of Canada, making up over a quarter of the population in each Canadian province.
