Dos Equis Kicks Off College Football Season by Igniting Fan Rivalries

By Kyle O'Brien 

Dos Equis and its agency of record, Sid Lee, are getting people geared up for the upcoming college football season with a series of TV and digital commercials playing up the intense rivalries of the fans.

The new ad campaign, which kicks off Aug. 30, is a part of the beer brand’s growing footprint in college football, which is set to include live activations across the country, a game day sponsorship with Fox Sports, and multiple university partnerships.

The hero ad, “Shopkeeper,” features a shopper picking up beer before the big game when he encounters an imposing rival fan in the store’s owner. The tension between the two turns into a respectful fist bump.


The second spot shows a woman using a sly way to get payback after her team trounces her neighbor’s team.

The spots are a continuation of the brand’s “A Dos Of” campaign, which launched earlier this year.

Dos Equis is also the official beer sponsor of Fox Sports’ “Big Noon Kickoff” this season, hosting weekly feature segments and a road show with Mark Titus and Charlotte Wilder of The People’s Sports Podcast.

“College football game days are more than just a tradition for Dos Equis drinkers. They are, without exaggeration, a way of life,” Ashleigh Phelps, senior brand manager of Dos Equis, boasted in a statement.

In addition, Dos Equis has built a relationship with RevelXP, a fan engagement experience company that offers turnkey tailgates at over 60 stadiums in the U.S., to be its import beer provider for the 2021 season. The brand will also engage in influencer marketing efforts, live stunts and continue its college team partnerships, including with the University of Georgia, Ole Miss, USC, UCLA and Texas A&M.