ENGLEWOOD, CO (CelebrityAccess MediaWire) — The Greenwood Village shed formerly-known as the Coors Amphitheatre will be once again called Fiddler's Green Amphitheatre after the Coors Brewing Company has ended its sponsorship agreement with Live Nation.
According to the Rocky Mountain News, the cessation comes as Coors shifts its advertising dollars away from entertainment sponsorship deals.
"Coors did not renew its sponsorship of Live Nation and therefore no longer has the naming rights," Coors spokeswoman told the Rocky Mountain News "We decided to focus more on sports sponsorships instead of entertainment."
Fiddler's Green changed its name to The Coors Amphitheatre in 2004 as part of a deal between the House of Blues, which was booking the shed at the time and
Coors and when Live Nation acquired HoB in 2006, the amphitheatre was part of the deal.
While Coors is looking to spend more dollars on sports sponsorship than entertainment, it doesn't mean they are done with Live Nation, which also has a major interest in sports.
"We do have relationships with Coors in other venues that don't involve name and title sponsorships," Live Nation's John Vlautin said. – CelebrityAccess Staff Writers