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Silver and Black Bullet: Coors Light Becomes Official Beer of Las Vegas Raiders

Scott Gulbransen
Las Vegas raiders molson coors allegiant stadium coors light

In an official announcement made by the team today, Molson Coors was named the official beer partner of the Las Vegas Raiders and a founding partner of Allegiant Stadium.

Coors Light has long been known under the nickname “The Silver Bullet” and now the beer is official part of the Silver and Black as the Las Vegas Raiders and parent company Molson Coors announce a massive partnership deal.

According to the release, Molson Coors becomes the official domestic beer as well as the official craft and hard seltzer of the Raiders and Allegiant Stadium.

“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 in a statement released by the team.  “Molson Coors has been an institution in the beverage industry and offers a diverse portfolio of brands for guests at Allegiant Stadium to enjoy.”

The agreement is not only about making Molson Coors the official “pour” of the Raiders and Allegiant Stadium. In addition, Molson Coors will have a big presence throughout the new home of the Raiders.

Limited Edition Las Vegas Raiders Coors Lights cans have been available for months and continue to be in high demand.

The new massive Al Davis Memorial Torch will be home to the new Coors Light Landing – a gathering place and bar for Raiders fans to congregate. From there, patrons can watch the game and also get amazing views of the famed Las Vegas Strip.

Also, the Coors Light Silver Seats section will be adjacent to the landing and will give fans a unique presepective while watching the game. It’s unclear how these seats will be distributed, but other promotions similar usually use giveaways and other sweepstakes type programs to divvy up the seats.

But that’s not all: Molson Coors will also have a “multiple” branded bars throughout the facility with exclusive domestic beers including Coors Light, Blue Moon, and Hop Valley.

And for Raiders fans still having anxiety of great tailgating options, Coors Light will have a tailgate area located in the F-150 Lot near Hacienda Avenue before every home game.

The latest deal marks the 12th exclusive founding partner deal for their new home in Las Vegas. Others include Allegiant Airlines, Cox Communications, Twitch, MGM Resorts, Reyes Coca-Cola, Intermountain Healthcare, Ford, San Manuel Casino, Credit One Bank, America First Credit Union, and Caesars Entertainment.

Although financial terms of most deals are not disclosed, the Raiders have already seen the payoff of the move to Nevada. With all of these deals, coupled with record-breaking sales of Personal Seat Licenses (PSLs) and season tickets, the once cash-starved franchise continues to build revenue. While in Oakland, deals like this were not possible due to the dilapidated Oakland Coliseum and more competitive media market.

“Our special-edition commemorative cans have already been a huge hit, and we’re thrilled to amplify the kickoff to our partnership with the Raiders in 2020,” said Adam Dettman, Director of Partnerships and Licensing for Molson Coors North America. “We couldn’t be prouder to present the Coors Light Landing, which is where the Raiders’ iconic Torch that pays tribute to Al Davis will live.  Our branded experiences will elevate the game day experience starting at tailgate and culminating on the Coors Light Landing.  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.”