Coors, PRCA have long relationship

Thursday, Dec. 3, 1998 | 3:48 a.m.

Great marriages take time to build and the Coors Brewing Company of Golden, Colo., is proud of its nearly 19-year relationship as a major sponsor of the Professional Rodeo Cowboys Association (PRCA), and of its significant and extensive commitment to America's oldest sport.

Through the Original Coors brand, Coors has an all-encompassing multi-million dollar investment with the PRCA and the popular sport it represents. The current contract will take the Original Coors sponsorship to the dawning of the next century.

Since 1979, Original Coors has provided millions of dollars in bonus prize money for rodeo athletes, announcers, stock contractors, rodeo committees and barrelmen while solidifying its position as part of the backbone of professional rodeo. Original Coors was named the "Official Beer of the PRCA" in 1987, and the mutual admiration society continues to be reaffirmed annually.

Showcase for the Original Coors stake in professional rodeo is the $1 million-plus Original Coors Chute Out Rodeo Series, featured at 53 PRCA rodeos each year.

The Original Coors Chute Out Rodeo Series serves as the qualifying system for the spectacular Original Coors Rodeo Showdown, held annually the first weekend in October in the prominent America West Arena in Phoenix. The Original Coors Rodeo Showdown features the top 10 point getters in each of the seven types of rodeo events from the Original Coors Chute Out Rodeo Series battling head-to-head in this nationally-televised championship.

"In just seven years, the Original Coors Rodeo Showdown has become one of the top special events of the year, not only for Coors distributors, but for the contestants, the Chute Out committees and the contract personnel," said Bob Haimes, Brand Director of the Original Coors Brand.

The Original Coors Chute Out Rodeo Series and Showdown carry a total purse of more than $1 million, making the popular program one of the richest sponsorship programs in the PRCA. Showdown champions are honored during Original Coors Night each year at the National Finals Rodeo in Las Vegas.

Another exciting element of the program is the Original Coors Man in the Can barrelman program, which recognizes the most successful PRCA barrelman of that year. Added to that is the Original Coors Clown of the Year award.

Each of the top five barrelmen receive cash bonuses and the leader additionally receives a custom-made solid gold belt buckle and automatically is invited to work the Original Coors Rodeo Showdown.

Rodeo fans from across America select the annual Original Coors Fans' Favorite Cowboy award winner. This year will mark the 17th consecutive time that Original Coors will honor the Original Coors Fans' Favorite Cowboy, selected by tabulating ballots that appear in the ProRodeo Sports News magazine, published by the PRCA. The winner will receive $5,000 and in the name of the winner, Original Coors will also make substantial contributions to the ProRodeo Hall of Fame in Colorado Springs, Colorado and the Justin Cowboy Crisis Fund.

Three other high profile elements of the Original Coors Rodeo program annually are the "Official Beer" designation of the Steer Roping Finals in Guthrie, Oklahoma, and the Women's Pro Rodeo Association. Additionally, Original Coors has the title sponsorship of the Original Coors Women's National Finals Rodeo, held in early November in the Cowtown Coliseum at the Ft. Worth (Texas) Stockyards. Original Coors has been working extensively with the professional athletes of the Women's Professional Rodeo Association (WPRA) for over 16 years.

Original Coors has made a sustaining commitment to the sport of rodeo and the PRCA during its 18-plus years of sponsorship support. Original Coors strives to assist in providing quality competition for the contestants, support for all those who help make rodeo thrive, and wholesome entertainment for millions of fans.