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 expanded 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.

Coors Light’s plans include an expanded relationship with ESPN College GameDay this season, along with 40+ team alliances and new packaging and retro-football gear.

“We’re bringing strong creative muscle to college football season for Coors Light, with collaborations our fans love, packaging that catches attention at retail and plenty of creative activations to help college football fans celebrate all season long,” says Chief Marketing Officer Sofia Colucci. “With a focus on being there for the chill moments when rivalries heat up, Coors Light has big plans to stand out this season.”

That’s why Coors Light is bringing the chill this college football season with 41 team alliances, in conjunction with collegiate media rights partner Learfield, and a continued relationship with Disney Advertising, specifically around College GameDay Built by The Home Depot, the No. 1 pre-game show.

Coors Light also hope to stand out at retail with new football-themed packaging featuring ESPN College GameDay branding, furthering its connection to the show.

What’s more, 21+  beer & college football fans can enter for a chance to win unique VIP ESPN College GameDay experiences – including behind-the-scenes access and tickets to games – by scanning a QR code on the football-themed packaging or by going HERE.

And through its partnership with American Needle Coors Light will also give fans an opportunity to score retro college football gear later this season.

Coors light will also be testing new alliance-themed packaging for several university athletic programs including Arizona State, Indiana, Michigan, Ohio State, Oregon and more.

“Nothing goes better with football than a Coors Light delivering mountain cold refreshment to some of the hottest college rivalries,” Colucci added.

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