Coors has decided to not renew 10 years’ worth of signage sponsorship at the Coors Amphitheatre in Chula Vista, Calif.
Coors originally signed a 7-year title rights agreement in 1998, according to the San Diego Union-Tribune, and extended the agreement in 2005. Coors brewing spokeswoman did not know when the agreement will end but told the paper it would be soon.
Meanwhile, it was unknown if the amphitheatre has another corporate sponsor lined up. Coors has focused on sports sponsorship in recent years, the Union-Tribune said, and is now the official beer of the NFL and plans to sponsor NASCAR this season.