Coca Cola Amatil : Coors and NBA extend partnership into Australia

The National Basketball Association (NBA) and Molson Coors International (MCI) today announced a multi-year marketing partnership in Australia. This partnership expands on the NBA's existing partnership with Coors Light across 37 markets in Latin America and the Caribbean.

Through this partnership expansion, the NBA and MCI will work with Coca-Cola Amatil to provide fans in Australia with access to unique NBA experiences, including promotions that will allow fans the chance to win exciting NBA prizes and the introduction of NBA-themed Coors packaging at retail.

"The NBA is a terrific partner for the Coors brand and its consumers," said Coors Australia General Manager Ian Mountain. "Together with the NBA, we aim to become the premium beer of choice for Australian beer consumers as they experience this great global sport."

As part of the Molson Coors International portfolio, Coors is distributed in Australia exclusively by Coca-Cola Amatil. Stuart Boag, who heads up the marketing of Amatil's beer and cider portfolio, said "The NBA is a cultural movement in Australia with a vast number of global superstars.

"Millions of Australians consider themselves NBA fans, and this long-term partnership will allow our brands to further engage the local NBA fanbase," Boag finished.

"Coors has been an ideal partner to the NBA over the course of our relationship and has helped spread the excitement of the NBA to fans in Latin America and the Caribbean," said NBA Asia Vice President, Global Marketing Partnerships Francesco Suarez. "Through this expansion of our partnership, Coors will bring the NBA experience to our fans in Australia through retail programs and special promotions."

Coors is ice cold refreshment from the Rocky Mountains and the number two beer brand in the USA. Known as Coors rather than Coors Light in the Australian market, the brand is a premium, international, low carb lager delivering refreshing new trends for millennial consumers.

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Coca-Cola Amatil is one of the largest manufacturers and distributors of ready-to- drink non-alcohol and alcohol beverages, coffee and ready-to-eat food snacks in the Asia Pacific region. As part a long-term agreement with Molson Coors International, Coca-Cola Amatil is the exclusive sales and distribution agent for the Coors, Blue Moon and Miller brands across Australia.

Molson Coors Brewing Company is a leading international brewer delivering extraordinary brands that delight the world's beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Staropramen and Blue Moon across The Americas, Europe and Asia. It operates in Canada through Molson Coors Canada, in the US through MillerCoors, across Europe through Molson Coors Europe, and in Australia and other markets as Molson Coors International. For more information on Molson Coors Brewing Company visit the company's website, http://molsoncoors.comorhttp://ourbeerprint.com.

The NBA is a global sports and media business built around three professional sports leagues: the National Basketball Association, the Women's National Basketball Association, and the NBA Development League. The league has established a major international presence with games and programming in 215 countries and territories in 49 languages, and NBA merchandise for sale in more than 125,000 stores in 100 countries on 6 continents. NBA rosters at the start of the 2016-17 season featured a record 113 international players from 41 countries and territories. NBA Digital's assets include NBA TV, NBA.com and the NBA App, which achieved record viewership and traffic during the 2015-16 season. The NBA has created one of the largest social media communities in the world, with more than 1.3 billion likes and followers globally across all league, team, and player platforms. Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.

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For further information please contact Nicki Drinkwater (Coca-Cola Amatil) on 0451 944 434 or nicki.drinkwater@ccamatil.comor Roger Ong (NBA Asia) +852 6772 8911 orrong@nba.com.