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

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Your sites feature HTML here...