For the first time in over 30 years, Molson Coors, home to uber-popular beer brands like Miller Lite and Coors Light, will be returning to Super Bowl advertising in 2023.
For more than three decades, Molson Coors has been locked out of running ads at the Super Bowl due to an exclusivity deal that its competitor Anheuser-Busch had cut with Fox who now program the game. But Anheuser-Busch has decided to not renew that contract.
And even though Anheuser-Busch will still be the NFL’s exclusive beer and seltzer sponsor and will remain a prominent advertiser, Molson Coors can now also run ads at the game.
The championship football game, which will be played Feb. 12 in Glendale, Arizona in 2023, is among the most-watched live television events in the world, with some 100 million Americans tuning in. It’s also one of the most-anticipated advertising events of the year as well and Molson Coors intends to be there.
“Since 1989, there’s only been one official beer advertiser during the Super Bowl, and honestly, that’s no fun,” said Michelle St. Jacques, CMO of Molson Coors, said to Beer & Beyond. “After more than 30 years away, you can bet our brands are going to bring it this year.”
Molson Coors’ decision to participate in next year’s big game “comes at a time when momentum behind our biggest brands is stronger than it’s been in years, and we’re committed to investing behind them on the largest national stage there is,” St. Jacques added.
For years Molson Coors had to get creative and find clever ways to tie into the game.
In 2020 Miller Lite launched a campaign which trolled Michelob Ultra’s Super Bowl ad.
And in 2021 Coors Light invited beer lovers to come up with Super Bowl advertising of their own using experimental dream technology. The experiment’s goal was to help participants create an advertisement of their own making in their dreams by feeding them images of refreshment, including Coors Light and Coors Seltzer,
“We’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” said St. Jacques. “Game on.”