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The Leagues Cup is an annual soccer competition between clubs from Major League Soccer, the main soccer league in the US and Canada, and Liga MX, the main soccer league in Mexico, and given its cross border appeal it’s a big draw of soccer fans and Latinos in particular.
And Coors Light wants in on that action this summer… The brand returns as the official sponsor of this summer’s three tournaments and will be introducing new packaging that celebrates their alliance with the games.
“Soccer’s popularity in the US is skyrocketing,” says Vi Tran, senior manager of marketing for Coors Light told Beer & Beyond. “We know that soccer fans tend to be younger and more diverse, and we want to make soccer and Coors Light synonymous.”
Coors Light will have an uber-visible presence on this summer’s Leagues Cup pitch, where last year it was part of major moments, including the tournament-winning penalty shootout. With 14 million people expected to tune into the tournament (more viewers than baseball’s championship and college basketball’s finals) Coors Light sees a huge opportunity with Leagues Cup, which runs from July 26 to Aug. 25, especially as a way of courting Latin-American beer fans.
“When people see our soccer packaging and when they see Coors Light is supporting their hometowns, there’s going to be no doubt that Coors Light and soccer are a winning team,” Tran added.
But that’s not all…
Coors Light also has a brand new ad. celebrating the games and beer, which will appear on every match of the Leagues Cup on MLS Season Pass on the Apple TV app. And, no surprise, the ads are in English and Spanish.
With the U.S. hosting a tournament with the top teams from North, Central and South America kicking off this week, and the Paris summer games starting in July, soccer fans have a busy summer ahead of them.
And Coors Light intends to be very much a part of that.
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