Coors Light Pairs Its Zen-Like 'Made to Chill' Mantra With Fierce College Football

The beer brand amps up its media this season with novelty swag, Barstool Sports and ESPN deals

Coors Light, in a move that may seem counterintuitive, is pairing its “Made to Chill” marketing mantra with its sponsorship of college football, a sport perhaps best known for its rabid fans and intense rivalries.