League in search of beer sponsor

Monday, Aug. 22, 2005 | 9:54 a.m.

SUN WIRE SERVICES

The National Football League has launched a bidding war to find the "official beer sponsor" for the 2006 season and beyond, according to two of the brewers in negotiations.

The NFL is seeking a multiyear deal, potentially worth hundreds of millions of dollars. The league's beer sponsor has the rights to use the NFL shield, playoffs and Super Bowl logos in advertising and promotional efforts. Incumbent Coors Brewing signed a $300 million, five-year deal in 2002. That contract gave the NFL an option to seek a new partner after four seasons.

"We are currently in negotiations with the NFL on renewal," says Coors spokeswoman Aimee Valdez.

But rival Anheuser-Busch, the country's No. 1 brewer, wants to snatch those rights from No. 3 Coors and possible challengers such as No. 2 Miller Brewing. "The NFL is a strong sport and a strong marketing asset these days," says Tony Ponturo, vice president of global media and sports marketing for Anheuser-Busch.

The NFL is able to charge -- and get -- large fees because of its strong TV ratings among men. Five of the six most-watched TV shows by men 18-49 years old in 2004 were NFL games. This month the league inked a $600 million, five-year deal to make Sprint its official wireless sponsor.

"I can't think of a better corporate matchup than beer and the NFL," says sponsorship expert Bob Dorfman, executive creative director of Pickett Advertising in San Francisco.

The Pro Bowl cornerback went through a full practice for the first time since signing with New York on Aug. 8. He had just one pass come his way during team drills, and that one was tipped at the line.

General manager Marty Hurney said it was too early to say how the Panthers will replace Branch, or if first-round draft pick Thomas Davis will return to safety after one week at linebacker.