Mix all ingredients except beef in small bowl. Rub and press mixture into all surfaces of beef. Cover and refrigerate at least 2 hours but no longer than 24 hours.
Heat coals or gas grill for direct heat. Grill beef uncovered 4 to 5 inches from medium heat 1 minute on each side to seal in juices. Cover and grill 6 to 10 minutes longer for medium doneness, turning once.