|This is a big deal for the Boston GP – with all the area college students back in town to start the fall semester this race should attract a large number of college students who just so happen to love beer.|
Today, the Grand Prix of Boston powered by LogMeIn, MillerCoors and Burke Distributing announced a partnership to make Coors Light the Official Beer for the inaugural Grand Prix scheduled for September 2-4, 2016, in the South Boston Waterfront.
MillerCoors and Burke Distributing will share a number of retail and consumer promotions in the months ahead of the inaugural event weekend to highlight the partnership with the Grand Prix of Boston powered by LogMeIn.
“Coors Light is very excited to capitalize on this inaugural event with the Grand Prix of Boston," said Tom Mancini, MillerCoors general manager-sales for New England. “The thrill of seeing Indy Car racing through the streets of downtown Boston speaks directly to the Coors Light consumer and their thirst for adventure. And at the culmination of the race, it will be exciting for Coors Light to toast the race champion in a city filled with championship teams!"
Bringing Coors Light on board as a sponsor gives the race added exposure throughout New England in the weeks leading up to the inaugural event.
“Coors Light is one of the most sophisticated event marketers out there and securing their participation is a big statement about the draw that Grand Prix of Boston powered by LogMeIn will have," said John Casey, Grand Prix of Boston powered by LogMeIn Chief Executive Officer. “MillerCoors and Burke Distributing have a track record of great retail activation in New England. That kind of promotion at bars, liquor stores and other retailers throughout the area will be key for the growth and success of the Grand Prix and all of our partners."
The inaugural event will be held September 2-4, 2016, in the South Boston Waterfront area and will feature world-class street racing, including the Verizon IndyCar Series and other sportscar events, and a range of family-friendly festival activities.