Molson Coors has become the official beer of Allegiant Stadium, the new $2bn home of National Football League (NFL) team Las Vegas Raiders.
The multinational brewing company, whose brands include Coors Light, Miller Lite and Carling, has been announced as a founding partner of the 65,000-capacity arena and an official partner of the Raiders. Molson Coors is also the official domestic beer as well as the official craft and hard seltzer of the Raiders and Allegiant Stadium, which is set to open next month with a Garth Brooks concert.
Molson Coors brands will be available to fans attending all sporting events and concerts at Allegiant Stadium, while the partnership will include prominent branded environments, experiences and fan engagement assets.
“We are pleased to welcome Molson Coors as our latest founding partner of Allegiant Stadium and an official beer partner of Raider Nation,” said Raiders president Marc Badain.
“Molson Coors has been an institution in the beverage industry and offers a diverse portfolio of brands for guests at Allegiant Stadium to enjoy.”
Among the activations will be the Coors Light Landing, an elevated area that offers fans a view of the famous Las Vegas Strip and features the iconic Al Davis Memorial Torch.
In addition, Coors Light will have a tailgate activation located adjacent to the arena prior to all Raiders home games.
“Our branded experiences will elevate the game day experience starting at tailgate and culminating on the Coors Light Landing,” said Adam Dettman, director of partnerships and licensing for Molson Coors North America.
“The Coors Light Silver Seats will undoubtedly give fans the chance to chill with a cold one, starting well before kickoff and find unique vantage points to enjoy themselves throughout the game.”
Meanwhile, Allegiant Stadium has announced the installation of a neutral host distributed antenna system (DAS) that will allow spectators to receive faster higher-quality wireless network service inside and around the building.
A so-far-unnamed national wireless carrier will anchor the DAS to ensure its customers have the optimal mobile device experience during Las Vegas Raiders home games, concerts and events.
The DAS was developed and designed by DAS Group Professionals (DGP) on behalf LV Stadium Events Company (StadCo), the Allegiant Stadium Developer.
The DAS system was designed to ensure fans have a choice of mobile services when visiting Allegiant Stadium.
“It was important for our fans and guests to have the best experience, which includes great wireless service on their mobile devices. With a wireless carrier already anchoring the system, we are off to a fantastic start,” said Don Webb, StadCo’s chief operating officer.