In 2006,Coors Brewing Co.expanded its involvement with the National Football League by signing a two-year deal with the New Orleans Saints.As part of the multipronged deal for which Coors made several million dollars,the brewing company will have rights to use the Saints trademarks for retail promotions and naming rights for a bar,The Coors Light Cold Zone,located inside the Louisiana Superdome.What promotional tool is Coors using in this example?

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A sponsorship is a cash or in-kind fee paid to a property (which may be a sports, entertainment, or nonprofit event or organization)in return for access to the exploitable commercial potential associated with that property