Coors Light's Ongoing Activation of NFL Sponsorship Gives Fans Access to Their Favorite Sport All Year Long.

GOLDEN, Colo. -- NFL Draft Day, Silver Ticket Program and Commemorative 5-Liter NFL Kickoff Keg Can Are Just a Few Examples of How Coors Light is Bringing the NFL Experience to Consumers

Months before the players take the field, Coors Light, the official beer sponsor of the NFL, is building excitement for the NFL season among football fans.

"The NFL is the single greatest sports property in the world. The power of the sport is evident in that its fans follow their favorite teams and players throughout the year, not just during the season," said Andy England, chief marketing officer for Coors Brewing Company. "This year, Coors Light is leveraging its affiliation with the NFL all year long by giving fans several chances to win access to some of the most exciting and sought-after sporting events on the calendar."

"Fans have an insatiable appetite for the NFL," said Peter Murray, the NFL's vice president of sales and partnership marketing. "The NFL is a year-round passion for our fans and we are pleased to see a sponsor like Coors Light bring them closer to our events with great experiences."

Coors Light kicks off its year-round sponsorship of the 2006 NFL season at this weekend's NFL Draft. In fulfillment of its 2005 "Road to XL" promotion, which gave consumers the opportunity to win a myriad of NFL prizes throughout the 2005 season, Coors Light is sending 20 fans from across the country to the NFL Draft, being conducted April 29-30 at Radio City Music Hall in New York City.

In addition to a fan presence, Coors Light is a presenting sponsor of ESPN's NFL Draft coverage including the "Video Conferencing" segments, which will feature interviews with coaches on the draft picks of other teams and give fans an inside look at each team's "war room." Coors Light will also have a presence on ESPN.com throughout the month of April, including the ESPN home page, the Draft Central pages, and the NFL sections of the site. Additionally, Coors Light will sponsor Draft coverage on the NFL Network. Complementing an extensive advertising presence, Coors Light will sponsor the "Fantasy Impact Players" feature, which highlights the impact of upcoming NFL rookies on the 2006 Fantasy Football season.

Soon after the Draft, adult football fans will have an opportunity to get into the game with Coors Light's Silver Ticket promotion. Starting Labor Day 2006, Silver Ticket entry forms will be available in Coors Light 12-packs and at participating bars and restaurants. Consumers use their Silver Ticket entry code online at www.coorslight.com to enter the sweepstakes. Once entered, they can win NFL memorabilia, NFL partner prizes, entry into exclusive Silver Ticket parties, tickets to NFL games and spectacular Super Bowl prize packages. The program will run throughout the 2006 NFL regular season.

Coors Light will also be bringing back its Commemorative 5-Liter NFL Kickoff Keg Can for the 2006 NFL season. The Commemorative Coors Light 5-Liter Keg Can holds more than 14 bottles of Coors Light, making it the perfect size for entertaining during the football season. The Keg Can will be available at select retailers beginning in September 2006.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE: TAP)(TSX: TAP). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX. For more information on Molson Coors, visit the company's Web site, www.molsoncoors.com.