Coors, Monday Night Football in Marketing Effort

In a fall partnership with ABC’s Monday Night Football, Coors Brewing Co. will launch an ambush sports marketing effort to flank the big budgets of rival Anheuser-Busch and Miller Brewing, Coors distributors say.

Floor displays — featuring play-by-play man Al Michaels and a sweepstakes offering a day on the set of MNF as a prize — will hit retail stores around Labor Day to pitch Coors and Coors Light.

While Coors, Golden, Colo., is not an official NFL sponsor, Anheuser-Bush and Miller are, and Miller has exclusive post-season rights in the beer category.