Coors Light was named the official beer of Leagues Cup, a new tournament that will begin next summer with all U.S.-based Major League Soccer teams and Mexico’s top soccer league, LIGA MX.
The multi-year partnership makes Molson Coors Beverage Company the official beer, hard malt and flavored beverage sponsor of the month-long tournament, giving brands such as Coors Light and Topo Chico Hard Seltzer the opportunity to deepen connections with passionate soccer fans.
The advertisements that will be shown during the tournament will be made by Molson Coors, for marketing directed to the fans of the participating teams. Marcelo Pascoa, vice president of marketing for the Coors family of brands, said, “The Coors family of brands is a great opportunity for the Coors family of brands. “as the official beer of Leagues Cup, we are excited to bring Coors Light to 77 matches and 47 clubs across North America. Our partnership with Leagues Cup will build on the passion and momentum surrounding MLS and Liga MX, bringing Coors Light to the ‘beautiful game’.”
Major League Soccer is the competition that is becoming popular in North America with significant growth in the last 15 years, which has stimulated Mexican soccer. Liga MX is the most-watched league in the United States, thanks to an average of 920,000 viewers per game and the help of Soccer United Marketing. In addition, the world tournament organized jointly with Mexico and Canada will be an important boost for American soccer.
