It's only a matter of time before Miller, Coors, and Bud all pick up sponsorships for the Rocket Racing League, which has now been approved by the FAA.

http://www.space.com/news/081016-rocket-racing-approval.html

What's interesting is the RRL also decided to use an alcohol and liquid oxygen (LOX) rocket motor developed by Doom software developer John Carmack's company,  Armadillo Aerospace, instead of LOX/kerosene motors developed by XCOR.  RRL CEO Granger Whitelaw indicated the XCOR motors did not meet RRL standards for "safety, reliability, reusability and performance."  Armadillo Aerospace was originally a competitor for the XPrize, but more recently they have been very active developing new rocket motors and an advanced automated VTOL vehicle called Pixel.  They have participated in numerous competitions and there capabilities have been improving with each new project.

You've got to see this video of an RRL racer equipped with an Armadillo motor doped to produce a brilliant red exhaust plume.

Some other videos:

Horizontal test of Armadillo Aerospace LOX/alcohol motor

Rocket racing prepares for take-off