• Loading stock data...
Saturday, October 5, 2024
The Best Employers in Sports survey is now open! Take the survey

Molson Coors Pours Millions into Super Bowl

  • Molson Coors Beverage is planning to run one 30-second spot in next year’s Super Bowl.
  • Anheuser-Busch InBev announced in June that it would not renew its exclusivity deal.
Super-Bowl
Kareem Elgazzar-USA TODAY NETWORK

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.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Savannah Bananas Plan to Bring ‘Banana Ball’ to Football Stadiums

The popular independent baseball team features a ticket waiting list of about three million.

Dolphins Owner Ross in Talks to Sell 10% Stake to Ares, 3% to Joe Tsai

The deal will have to go before the NFL finance committee and then team owners.
A Jacksonville Jaguars logo

Imprisoned Ex-Jaguars Employee Sues FanDuel for $250 Million

Amit Patel stole tens of millions of dollars from the NFL team.
podcast thumbnail mobile
Front Office Sports Today

The FOS Interview: NBA Champion Matt Barnes

0:00

Featured Today

MLB Gets the Shohei Ohtani Postseason Treatment. The Value Is Immense

The Japanese superstar finally makes his playoff debut Saturday.
The Cal mascot, Oski
October 2, 2024

How the Calgorithm Turned College Football Twitter Into Real Life

“College GameDay” makes its first trip to Berkeley on Saturday.
Apr 8, 2022; Philadelphia, Pennsylvania, USA; The cleats of Philadelphia Phillies right fielder Bryce Harper (3) as he runs the bases against the Oakland Athletics during the seventh inning at Citizens Bank Park.
October 1, 2024

MLB Players Are Clamoring for Swag. Outfitting Them Is Big Business

Sliding mitts, cleats, and belts are fun, flashy, and lucrative.
Sep 25, 2024; Los Angeles, California, USA; San Diego Padres right fielder Fernando Tatis Jr. (23) celebrates after hitting a solo home run in the fifth inning against the Los Angeles Dodgers at Dodger Stadium.
September 30, 2024

The Padres’ Future Is on the Line This Postseason

The MLB playoffs could determine the team’s path forward.
Young fans look over Michigan State sports equipment on display during the Spring Showcase on Saturday, April 20, 2024, at Spartan Stadium in East Lansing.

Private Equity Firms Buy Rival Hockey Brands CCM and Bauer

Both brands have been around for decades and changed ownership in the same week.
Fans watch TV screens during a game viewing party for fans at the FanDuel Sportsbook at Meadowlands Racing & Entertainment in East Rutherford, New Jersey.
September 18, 2024

FanDuel Parent Buys Italian Gambling Company in Bid for Growth

Flutter is making big moves in Italy and Brazil.
September 18, 2024

Rogers Tightens Grip on Canadian Sports With $3.46B MLSE Stake

The Blue Jays owner makes a big move to corner most of the Toronto pro sports market.
Sponsored

Trend Report: Chiefs-Chargers, Tobacco Road Rivalry, Nebraska Sellout Streak

According to data from TickPick, some games this week will prove to be wallet-busters, climbing into the four figures.
September 12, 2024

Team USA’s Uniform Maker Is Shooting for a Long-Term Win

This week’s uniforms are honoring the Armed Forces.
September 5, 2024

Amazon Nears Game-Changing Deal to Stream Bally Sports Content

The online retail and streaming giant nears a long-expected deal to stream most of Diamond Sports Group’s content.
September 5, 2024

Callaway Spins Topgolf Off Into Separate Business

The two golf companies are parting ways only four years after they agreed to merge.
September 3, 2024

$13M and Counting: Coach Prime Deal Still Boosting Blenders Eyewear

Deion Sanders has a sunglasses sponsorship with the company.