Coors Light Beer Ups Its College Football Game

It used to be that beer kept its distance from college football…but things have changed.

And with Coors Light’s announcement last year that they had become the official beer sponsor of ESPN’s College GameDay, it is ON!

For those of you not into college football, ESPN’s College GameDay is a big deal…Basically it’s a pregame Saturday broadcast that sets up the networks roster of games.

Coors Light Beer Ups Its College Football Game

The program is typically broadcast from the campus of the team hosting a featured game being played that day (such as one being broadcast by an ESPN network or ABC), and features news and analysis of the day’s upcoming games.

Last year’s partnership was such a success that Coors Light is at it again. Also back is longtime Coors Light spokesperson and college football broadcaster Kirk Herbstreit.

“Kirk’s the face of College Game Day and one of the most recognizable college football experts around,” April Roberts, associate marketing manager for Coors Light told Beer & Beyond. “When he talks, college football fans listen.”

Herbstreit figures heavily into Coors Light’s football plans this season: fans can enter for a chance to win a one-on-one video chat with Herbstreit hosted by Cameo, the celebrity video-messaging app.

“We’ve scaled up our work with alliance partners, but we want to make sure we’re showing up in an authentic way for college football fans around the country,” Roberts said. “We’re not just showing up for the winners, but for all the passionate fans out there.”

And it’s bringing back its popular “Mascots” ad throughout the season, which features two rival mascots relaxing over a couple of Coors Lights after a demanding performance.

Coors Light is showing up for football fans in other ways, too. It’s just coming off its sponsorship of “Grit Week,” the annual football celebration of “Pardon My Take,” the nation’s top sports podcast, for which it’s also a longtime sponsor.

Coors Light is also continuing its work with the popular online gambling platform Draft Kings, and giving away $5,000 a week in prizes.

“We want Coors Light to be the beer fans choose when they watch games, whether at home, tailgating or at bars with friends,” Roberts added. “We’re showing up in all areas of the game so when consumers think about college football, they’ll have a Coors Light in hand.”

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