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Coors, No Longer

CHULA VISTA (CelebrityAccess MediaWire) — The Coors Amphitheatre is in the process of changing names after their long-term sponsor, the Coors Brewing company, recently informed Live Nation that they were withdrawing their sponsorship, the Union-Tribune has reported.

Coors signed on as the primary sponsor at the Chula Vista shed in 1998 for a seven year hitch with an eye towards reaching their key 21-29 year-old male demographic. They renewed their arrangement was extended in 2005.

A spokesperson for Coors declined to provide insight into the reasoning from the change of direction, telling the Union-Tribune that "We're just allocating resources elsewhere."

A spokesman for Live Nation, Greg Terlizzi told the Trib that the name change will have no effect on the 2008 concert season and that LN planned to announce a new sponsor "In the very near future."

The amphitheatre formerly known as Coors is the biggest venue in the county, with a capacity of 19,492. The first show on their schedule for the year will be Latin pop sensation RBD with LA Nueva Banda Timbiriche. – CelebrityAccess Staff Writers