Molson Coors Canada has signed a sponsorship agreement with The National Association for Stock Car Auto Racing to make Keystone Light the official beer of NASCAR in Canada and the official beer of the NASCAR Canadian Tire Series. The brand will use the NASCAR logo on its packaging and in its advertising. Keystone will also participate in the organization's Light Pole Award, given to the driver with the fastest qualifying time at each race. The beer will also be served at various venues hosting Canadian Tire Series races. "The opportunity to partner with such a strong brand as NASCAR offers Keystone Light access to a growing fan base, providing immediate legitimacy with the loyal enthusiasts and casual followers of the sport," said Kristi Knowles, marketing vice-president marketing at Molson Coors Canada. "We're planning to genuinely integrate the Keystone brand within the NASCAR Canada community, many of whom already happen to be Keystone fans. Our aim is not to be a spectator sponsor but to be right there as the checkered flag is waved."