Coors and FedEx are both very popular company's, both of which are in two opposite ends of products that are offered. Coors is a beer company and FedEx is a shipping company. To start off with Coors, I found that Coors uses a beer drinking index survey that must rate high when considering to be part of a sponsorship program. It looks for sports that have high number of audiences, competitive in nature, and when finding an individual they look for someone that is known and respected as a "leader" in their sport throughout the Coors market are.
Coors is limited to only advertising to a demographic of 21 and up. This doesn't necessarily mean their commercials and any other advertisement aren't seen by the younger population. I have done research on beer company's before and they usually target the 18 year old demographic indirectly. There are more opportunities than limitations for Coors. Being a company that sponsors a large avenue of sporting events the name of their company is viewed mostly in part by men.
Sports Sponsorship Opportunities appealing to Coors but not FedEx would be any type of college related event that involves people in their mid - late 20's. I say this because Coors strives on advertising to legal drinking age - 29 years old. A Sports Sponsorship Opportunities appealing to FedEx and not to Coors would be something like a Polo golf tournament or a gymnastics meet. You usually find a different type of crown that tends to be a bit more established and older crowd for these type of events. A Sports Sponsorship Opportunity for both Coors and FedEx would be a mega or regional event. Something like the Olympics, Super Bowl or World Cup. Even a major league sport will benefit both company's.
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