There are several beer companies around the world competing on a global scale. As a result many brewers are buying out some of their competition, and even coming up with new marketing concepts. For example, Anheuser-Busch, Miller, and Coors "the three largest U.S. beer companies "are hiring common guys' as endorsers of their beer advertisements. Instead of using sports players, jocks, and celebrities, as they did in the past they are now using common guys' such as musicians and comedians. Brewers believe that common guys' are the heroes and portray a better image of style to the consumer. By using common guys' to endorse beer brands help attract different groups of consumers. Also, it is cheaper for the beer company to hire common guys' than big celebrities in their advertisements. For the common guys, like musicians and comedians, being part of these beer advertisements gives them more public exposure.
The three largest U.S. beer companies developed a new marketing concept, and Coors as well has invested "big money- to help promote its brand. Coors Brewing Co., a unit of Adolph Coors Co. is the third largest beer company in the U.S., following Anheuser-Busch and Miller respectively. Coors has become the National Football League's (NFL) official beer sponsor in a five-year contract that gives them the rights to use the league's various logos and promote all participating teams equally. The contract is approximately worth $300 million and is the biggest sports sponsorship that Coors has ever had. In past years, Anheuser-Busch and Miller were the official sponsors for the NFL. The Coors deal with the NFL is double of what Anheuser-Busch and Miller usually offer in NFL sponsorship. However, since Coors is the official sponsor for the NFL Anheuser-Busch and Miller can only sponsor individual teams. Coors' NFL sponsorship can help boost its national presence and gain higher market share by targeting younger drinkers between the ages of 18-34.