Molson Coors Pours Millions into Super Bowl

Molson Coors Beverage is returning to the Super Bowl for the first time in over 30 years.

Anheuser-Busch InBev announced in June that it would not renew its exclusivity deal for Super Bowl LVII, clearing the path for other alcohol brands to advertise during the Big Game for the first time in 33 years. 

Molson Coors is planning to run one 30-second spot, which went for around $5.6 million in this year’s game. In 2021, the company recorded annual sales growth for the first time in more than 10 years. 

Next year will be the company’s first Super Bowl ad since it changed its name from Molson Coors Brewing and added hard seltzer, whiskey, and energy drinks to its product lineup. It hasn’t been completely absent from the Super Bowl, however. 

• This year, Miller Lite hosted a bar in the metaverse for the game.
• Last year, it ran an “ad” on YouTube to protest being shut out of the game.

Molson Coors already made NFL headlines Wednesday in a campaign featuring Kansas City Chiefs star Patrick Mahomes. NFL players aren’t allowed to directly promote alcohol, so Coors advertised a flashlight called “The Coors Light.”

Super Bowl Beverages

After renewing its league deal for $250 million annually, AB InBev will continue to run Super Bowl ads. Diageo, which purchased the NFL’s hard alcohol rights for a reported $30 million per year in 2021, and E. & J. Gallo, the league’s official wine sponsor, will also get a chance to run ads.