MOLSON COORS PLANS TO INVEST IN SUPER BOWL AFTER 30-YEAR ABSENCE

The company’s decision to purchase national advertising space during the game follows the termination of a beer category exclusivity agreement in place since 1989. That pact effectively prohibited Molson Coors and other beverage and beer companies from buying official seats at the game.

Molson Coors is the first major brewer to invest in the Super Bowl that year, following the end of exclusivity for 2023. The most-watched sporting event of the year – played Feb. 12 in Glendale, Arizona, and broadcast nationally on FOX – is among the most traditionally watched content in the world, with a share of nearly 100 million Americans.

“After years of finding creative ways for our brands to gain share of voice during the game, we are proud to be the first major brewer to sign on as an official advertiser of Super Bowl LVII,” as noted by Michelle St. Clair. Jacques, marketing director of Molson Coors.

Over the past few years Molson Coors found other ways to work its way into conversation about the Super Bowl. This year, however, Miller Lite was the first brand to open its first bar in the Metaverse and announced an unusual offer: that customers could participate in the promotional tag. A year earlier, Miller ran an original campaign by inviting consumers to manually type in the URL of the world’s longest browser and win a batch of beer.

In October 2021, Coors Light launched the ‘Big Game Commercial of Your Dreams’ campaign, an advertising campaign that used techniques to help customers make their decisions as the twenty ‘idea-concepts’ flagged in their subconscious while they slept.

Both brands also have agreements with professional soccer teams. In addition, Molson Coors is outperforming almost all other major brewers during the most recent period. Its largest brands, Coors Light and Miller Lite, have posted their best combined performance in years.