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It used to be that beer kept its distance from college football…but things have changed. And with Coors Light’s announcement that they are now 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 its a 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 be featured a segment called “Coors Light 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,” which will air during the telecast and throughout the day across live games on ESPN networks as well as ABC.
“We’ve obviously made a large investment in college football over the years, and this sponsorship gives us overarching reach across the country on a trusted platform,” says Ryan Reis, vice president of the Coors family of brands told Behind the Beer…
“An immersive game day experience is a way to pause from always being on in your workweek. ’College GameDay’ is a big part of that, and we think Coors Light can enhance that experience… Watching football with friends is another way people choose to chill.”
Building upon its new ESPN sponsorship, Coors Light will trek across the country to different host cities each week, hosting a series of events and activations in the run-up to Saturdays.
MillerCoors will also invest in targeted media buys on a local level. And feature collaborative posts on social media with ‘College GameDay’ co-host Kirk Herbstreit as well as offer a customized Coors Light-‘GameDay’ Snapchat filter.
Need more Big Beer football promotions? There’s also this…
BUD LIGHT TO OPEN ‘VICTORY FRIDGE’ APPLIANCE STORE IN CLEVELAND
