The Dallas Cowboys and Molson Coors will continue their 30 year collaboration. During a ribbon cutting event for AT&T Stadium’s new Miller Lite House last week, the duo announced a 10-year extension of their iconic partnership. The $200 million extension means Molson Coors will remain the only alcohol beverage supplier for the Cowboys.

“This will extend into four decades our relationship with Miller, and in particular Miller Lite. It is so significant,” Jerry Jones, owner of the Cowboys, remarked of the partnership. When Jones purchased the NFL team in 1989, Texas Stadium did not allow alcohol sales in the venue. Jones single-handedly led a multi-year campaign to change that law.

In 1991 a bill was introduced and passed in the Senate allowing the venue to sell alcohol. Shortly thereafter Jones partnered with Molson Coors making Miller Lite the official beer of the Dallas Cowboys. It is worth noting that teaming up with Molson Coors was particularly controversial at the time because of the National Football League’s ongoing partnership with Anheuser-Busch’s Bud Light.

“Miller Lite is still the lead brand, we’ll still activate every day as the only beer of the Cowboys, but we will look to amplify that with other brands from our portfolio across that and meet the needs of Cowboys fans no matter where they consume Cowboys content,” stated Adam Dettman, Molson Coors’ North American head of partnerships.

Beyond Beer at the Stadium

As part of the partnership extension Miller Lite will not be the only Molson Coors beverage sold at AT&T Stadium. The Lite House’s new 87,000 square foot space, which features “the biggest cooler in Texas” as well as two full beer gardens, numerous bars, and more than 60 televisions, will sell several products from Molson Coors’ diverse portfolio of Beyond Beer options.

The giant cooler, for instance, will hold more than 10,000 beverages including, of course, Miller Lite, as well as Core Hydration Water and Vizzy, Molson’s popular hard seltzer brand.

Fans were able to enjoy gameday at the Miller Lite House beginning on September 9th when the Cowboys went head-to-head with the Tampa Bay Buccaneers.

Beyond Beer Beyond the Stadium

Molson’s partnership extension with the Dallas Cowboys is one of many recent wins for the alcohol beverage company. Last month Molson Coors (NYSE: TAP) reported its best quarterly growth in over a decade.

The company has leaned heavily on its Beyond Beer offerings as part of a premiumization strategy, investing aggressively in its repertoire of hard seltzers. The company produces Vizzy and Topo Chico Hard Seltzer, the latter of which it distributes via an agreement with the Coca-Cola Company. Molson Coors also owns several hard seltzer brands gaining traction internationally–such as Three Fold in the UK and Wai Moment, which is distributed widely in Eastern and Central Europe.

On September 1st Molson Coors added to its Beyond Beer catalog yet again when it unveiled Five Trail Whiskey, the company’s first full-strength spirit. Molson is also home to Proof Point canned cocktails as well as Superbird Paloma, a premixed grapefruit and tequila canned cocktail from the Casa Komos Beverage Group.

We are excited to see Molson Coors and the Dallas Cowboys continue their partnership and we look forward to hearing about even more Beyond Beer offerings at AT&T Stadium as the season progresses.

Shirani Jayasuriya
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