The new deal sees the continuation of a partnership that has gone from strength to strength. Coors and the Millennium Stadium / WRU have been in partnership since the Stadium’s inception and opening for the 1999 Rugby World Cup, and with lager now accounting for 73% of total UK sales, Carling plays a vital role in the Millennium Stadium revenue generation, accounting for 68% of total sales at the Stadium.

Carling is the brand most associated with live music – a key area where the Millennium Stadium is building a great reputation especially with its new Arena capabilities which will create opportunities to successfully hold concerts and all types of music gigs for smaller capacity audiences, without having to fill the Stadium’s huge capacity. Carling also has an established football pedigree and is the proud sponsor of the Football Association of Wales.

The new deal is yet another sign of the ever growing status of the Millennium Stadium.

"We are delighted to have this partnership with Coors, we always strive for the best and having the best selling UK lager sold on the premises makes a lot of sense," said Paul Sergeant, Millennium Stadium Chief Executive. "We have used the high tech dispensers – that Coors developed that are able to pour 12 pints in 14 seconds – since opening in 1999 and wouldn’t have been able to meet demands had we not! This will be a really positive partnership for both parties."

Martyn Cozens, Sales Managing Director for Coors said: "While Coors is one of the biggest brewers in the world, I and my staff are Welsh and based in Cardiff. We have historic links with Wales being involved with Welsh Sport and culture going back to 1884. Since then evolving through Welsh Brewers and Bass Brewers my company has built and retained great links with Welsh sport. Coors is proud to support and sponsor Welsh Rugby especially at "grass roots" level and supplies 70% of Welsh Rugby Clubs."

"We understand the Welsh culture and the aspirations and ambitions of the management of the Millennium Stadium, recognised throughout the world as an iconic stadium. Carling with its sporting and music pedigree is the perfect brand fit. We look forward with great optimism to the next three years".

Indeed it will be Coors who bring the Carling Cup Final to the Millennium Stadium later this month and were instrumental in bringing the then Worthington Cup Final as the first major National Football Final to be held in Cardiff.