Multi-Year Agreement Includes Official Beer Designation, Title Sponsorship of Hispanic Heritage Day Football Game and Fan Fiesta

LAS CRUCES, N.M. – NM State Athletics and its multimedia rights holder, NM State Sports Properties, announced today a renewed multi-year sponsorship with Admiral Beverage Corporation that provides for Coors Light to continue its designation as “Official Beer of Aggie Athletics.”

The extended agreement also allows the beer brand title sponsorship of the annual Hispanic Heritage Day football game and Fan Fiesta through the 2023-24 athletics season. This year’s game and Fan Fiesta will take place on Saturday, August 28, when the Aggies play host to the UTEP Miners. Coors Light will receive in-game brand visibility on television and radio broadcasts, and digital exposure on

“Admiral Beverage has been a consistent supporter of Aggie Athletics, and we are pleased they have continued their partnership especially coming out of the pandemic when it is needed the most,” remarked NM State Director of Athletics Mario Moccia. “Coors Light’s sponsorship of Hispanic Heritage Day last year won a national award for best promotion from over 200 schools, and we expect another tremendous event this year. We appreciate Aggie Nation’s support of Coors Light and all Admiral Beverage products statewide.”

“We’re excited to continue our partnership with NM State Athletics for another three years,” said Admiral Beverage Corporation General Manager Steve Liddell. “Coors Light continues to grow and take share within the Premium Light Category in our market. Our strong relationship with NM State Athletics has been a big part of that continued growth, and this is only the beginning of our relationship. We will find new ways to further grow the sponsorship and never lose sight of continuing to grow the Coors Light brand in Aggie Country.”

NM State Sports Properties is the Las Cruces-based Learfield IMG College team dedicated to representing the Aggies and overseeing the comprehensive athletics multimedia rights relationship. Learfield IMG College, a leading media and technology services company in intercollegiate athletics, unlocks the value of college sports for brands and fans through an omnichannel platform with innovative content and commerce solutions for fan engagement.

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