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COORS LIGHT RACES FOR THE AMERICA'S CUP IN 1992

 COORS LIGHT RACES FOR THE AMERICA'S CUP IN 1992
 CHICAGO, March 16 /PRNewswire/ -- In an innovative approach to


sports marketing, Coors Light has teamed up with America3, a contender in the upcoming trials to defend the America's Cup in 1992, to help finance the boat and mobilize public support for the effort.
 (EDITOR: America3 is written as America to the 3rd power)
 Unlike traditional sports sponsorships that involve sponsor name and logo recognition on everything from the boat's haul and sails to the crews' race clothing, Coors Light has made a significant contribution to the America3 Foundation, a not-for-profit and non commercial organization that provides 100 percent of the funding for America3. As a not-for-profit, the foundation is precluded from selling traditional sponsorships for the boat.
 In addition to the donation, throughout March, Coors Light is running a unique national advertising campaign on behalf of the foundation to help solicit other private donations. Offering consumers a once-in-a-lifetime opportunity to actually participate in the quest for the oldest trophy in sports, the Coors Light "Race For The Cup Sweepstakes" will provide the chance for two individuals to actually ride aboard America3 during a cup race.
 "We are thrilled to be a part of the America's Cup event and to be associated with America3," said Paul Leroue, assistant brand manager on Coors Light. "The America's Cup reinforces our commitment to being involved in world class sporting events that break out of the traditional mold." Coors Light has also been highly involved in cycling, snow skiing, water skiing and aviation.
 Leroue believes there will be a great deal of national pride at stake when well-financed foreign challengers try to win the cup away for only the second time in the cup's 100-year history. Today, America3 is one of only two U.S. syndicates and is considered by many to be the front runner after two rounds of races against Dennis Connor.
 The sweepstakes offering will be supported with a 30 second commercial produced by Foote, Cone and Belding, Chicago, that shows the crew of America3, "Sixteen brave sailors who sweated and trained to get to the America's Cup," and a 17th crew member who got there because "he drinks the right beer." The tongue-in-check approach was no accident.
 "It's easy to get caught in the 'grandeur trap' with this type of advertising," said Dave Sollitt, management director for Coors at FCB. "The size and scope of the boats make for really spectacular film, and the international flavor of the event could have resulted in heavy handed Olympic-style advertising. We knew folks would have their fill of that from Albertville and we wanted the event and the promotion to be fun.
 "We also have a bit of history having some fun in our promotional advertising," Sollitt said referring to past efforts that included actor Leslie Nielsen and Elvira.
 The spot will run for three weeks on network, cable and syndicated programming. There is also a print effort running in Newsweek and other publications.
 -0- 3/16/92
 /CONTACT: Douglas Dome of FCB, 312-751-7970, or Regina Freize of Coors Brewing Co., 303-277-6258/ CO: Coors Brewing Co.; Foote, Cone and Belding ST: Colorado, Illinois IN: ADV FOD SU:


KD -- NY081 -- 8502 03/16/92 17:15 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Mar 16, 1992
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