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

And with Coors Light’s announcement that they’ve extended their alliance ESPN’s College GameDay, it is ON!

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

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.

As part of the sponsorship, the brand will also return a segment called “Saturday Selections,” where the show’s hosts make their picks for the day.

Coors Light will also launch a series of football-focused TV ads that carry the tagline “The Official Beer of Saturday Morning,” that will air during the telecast and throughout the day across live games on ESPN networks as well as ABC.

““Rivalries are part of what makes college football so exciting,” says Lauren Flicher, marketing manager for Coors Light. “ESPN College GameDay is the No. 1 college game day pre-game show. Last year, it averaged 2 million viewers every week. Coors Light will be on every week of the season, so that’s a lot of visibility for the brand.”

Coors Light also hopes to celebrate its continuing relationship with college football with special ESPN Game Day packaging that comes with a QR code that opens the door to  fun prizes like branded  beer gear, money for beer and even a fan cave makeover.

Plus Coors Light is sponsoring the uber-popular “Pardon My Take” podcast, where the beer has been regularly featured by the show’s hosts.

Football season is incredibly important for Coors Light, so we’re excited to have big plans like these to connect with fans on a national and local level, no matter where or who they’re rooting for,” Flicher added…

“We have historically sold approximately a quarter of our volume during the peak football period. That’s just shy of what we typically sell in the summer, so it’s super important for us to continue the momentum.”

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