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Marketing and Sponsorship

Cowboys, Molson Coors agree to $200M, 10-year sponsorship renewal

By Ben Fischer

The Cowboys and Molson Coors today are formally announcing a $200M, 10-year extension to their long-running exclusive sponsorship deal. Cowboys Owner Jerry Jones will cut the ribbon for the Miller LiteHouse, a new 87,000-square-foot branded event space adjacent to AT&T Stadium. The agreement ensures another decade in the Cowboys-Miller bond, which dates back to Jones’ earliest days as owner. "This will extend into four decades our relationship with Miller, and in particular Miller Lite. It is so significant," Jones said. Terms were not disclosed, but SBJ reported in February '20 that Molson Coors had outbid A-B InBev in an auction, agreeing to pay $18M annually to start, with an average annual value of about $20M over the life of the deal. It had been paying between $11-12M. The Miler LiteHouse is an open-air venue that includes prominent “LiteHouse” branding. The deal was done more than a year ago, but the parties waited for the end of pandemic capacity restrictions to open the house.

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