Steven J. Saunders

Steven John Saunders, a devoted husband, father, grandfather, and legendary figure in corporate sports marketing, passed away peacefully on September 25, 2026, at age 76.

He was born on July 27, 1950, in Denver, Colorado, to Harold “Monk” Saunders and Marian (Smith) Saunders, Steve grew up as the third of three brothers (Roger and Norman; later joined by a younger sister, Sue Ellen). The family lived in south Denver until he was five years old, before moving to Fort Morgan, where Monk operated the local Chevrolet dealership. Steve graduated from Jefferson High School in Edgewater, Colorado, in 1968, then attended Colorado State University, graduating in the spring of 1973. While at CSU, Steve sold advertising for the school newspaper and secured summer employment at Coors Brewing Company through friends and neighbors. Over four summers, he drove forklifts, worked in the aging cellars, and processed distributor point-of-sale orders. In his full-time interview with Coors, Steve famously told the team he was ready to be VP of Marketing; they replied that was great, but he would start by giving tours!

Steve met the love of his life, Laurel (Shacklett) Saunders, when they were both 15 at an after-basketball-game dance. They married in 1973 and raised two sons in Wheat Ridge, Colorado: Reed and Lee.

His career path eventually circled back to his ambitions. After a brief detour working as a regional sales rep for Meyer snowplows, Steve returned to Coors in 1981 and moved into sports marketing in 1983. He left an indelible mark on the industry by pioneering Coors’ landmark NASCAR program -- making waves in auto racing with the iconic red #9 stock car driven by Bill Elliott -- and serving as a driving force behind the prestigious Coors International Bicycle Classic (1980–1988). He was also integral in Coors' efforts to help bring major league baseball to Denver in 1993 and the Coors name to the downtown ballpark that would be known as Coors Field. He ultimately settled in as Director of Event Marketing, a title he held from the late 1990s until his retirement in 2008.

Steve’s passion for golf began at an early age. At just 11 years old, playing a round with his father and brother Norm, Steve hit his first hole-in-one on the par-3 eighth hole at Rolling Hills Country Club in Golden. He recorded five aces over his lifetime, including one on the iconic seventh hole at Pebble Beach Golf Links in 2001.

At 17, while caddying at the PGA Championship at Columbine Country Club, a blind draw paired him with the world’s number one golfer, Jack Nicklaus. Steve caddied for Nicklaus for six days, helping guide him to a third-place finish and earning a memorable $500 tip from the legend himself.

In retirement in Golden, Fossil Trace became his de facto home course, where he was always eager to walk on as a single to complete a foursome.

Above all else, Steve loved connecting with people. Warm, personable, and always eager to start a conversation, he never met a stranger. He loved living in Golden; he loved a good round of golf, and he loved a cold Coors Light.

Steve is survived by his loving wife, Laurel Saunders, sons, Reed (Laura) Saunders and Lee (Elizabeth) Saunders, and his four grandchildren, Will, Luke, June, and Ramona Saunders. He is preceded in death by his parents, Monk (2000) and Marian (1994); his brothers, Roger (1959) and Norm (2006); and his sister, Sue Ellen (Saunders) Kunda (2003). His father played three sports (football, basketball, and golf) at the University of Colorado in the 1930s and was inducted into the Buffs' Athletics Hall of Fame in 2024. His brother Norm was a standout in the 1960s on the CU basketball and golf teams.

In lieu of flowers, the family kindly requests that donations be made in Steve’s name to the Foothills Animal Shelter: