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Get in the Game

Get ready to score big this fall, sports fans! Your customers’ favorite breweries are rolling out fresh POS and fantastic programs. Let’s raise a glass to a season filled with unforgettable moments and unbeatable brews! Read on for the details of these partnerships and programs.

Coors Light

Raise the Stakes on Game Day with Coors Light Cameo
Of course, they mean sweepstakes. Coors Light lovers will have a chance to instantly win big come game day, with Cameo calls from big-name football personalities all season long. Customers can scan the QR code at sale or on the pack when they see Coors Light “Nothing Like Game Day” packaging (12 oz. can 30-packs) and enter to win merch, Cameos and more!


Make it a Parking Lot Party with Yuengling & Lee Brice
Be tailgate-ready this football season with Yuengling Traditional Lager and Light Lager. Displays will feature country star Lee Brice (who is also a former Clemson football player) and a chance for one lucky consumer to win a Parking Lot Party Kit with a folding bench, grill and cooler. After entering the sweeps, running through October, fans will be directed to hear Lee Brice’s latest music.

Elevate Your Tailgate with FLIGHT by Yuengling
FLIGHT is on fire and with a refreshing, crisp taste, 2.6 grams of carbs and 95 calories, it’s the perfect beer for this year’s tailgate parties! FLIGHT by Yuengling wants to make a fan’s tailgate the envy of the neighborhood with a chance to win an awesome prize pack worth over $2,500! Throughout October, customers will look for displays featuring QR codes to enter for a chance to win:

  • A Weber grill
  • A Yeti chair
  • A FLIGHT Grizzly cooler
  • A new TV to watch all the games


Guinness Time Challenge with DraftKings
Now through February, Guinness & DraftKings are inviting consumers to join a 22-week fantasy football contest covering the NFL regular season & playoffs along with the professional championship contest paying out $10,000. Consumers can head to to see all contest and complete rules.

Guinness College Football Partnerships
Guinness & Football: Winning partnerships are bigger and bolder in 2023. In addition to Guinness’ successful partnership with Notre Dame football alumni & fans, the brand is proud to announce a new partnership this year (through January) with Navy football fans! Guinness will be supporting team partnerships with visuals and tools to activate all season long. Get ready to score big in stores & bars!


Football Fans Will Experience The Fine Life with Corona
Corona is going all-in on football to help consumers experience the Fine Life every game throughout the season with help of retired QB, Eli Manning. Fans will have an opportunity to optimize their football experience with Corona’s first ever season ticket package to the Fine Life promotion. Fans can grab seats to their favorite teams’ games, along with branded football perks to enjoy Gameday Mas Fina. All new TV spots featuring Manning will drive awareness of partnership and will run through October 31st.


Modelo: Here’s to the Full-Time Fans
Modelo is headed to the field as it takes on its third year as the Official Beer Sponsor of the College Football Playoff. The brand will take the partnership to new heights as the Full-Time Fan campaign gives consumers a chance to be a part of the game like never before. With a larger ESPN investment, a new TV spot and a CashApp partnership to reward fans, Full-Time Fans will be celebrated all season long, through January 10, 2024. At retail, Modelo will garner even more floor space by teaming up with Dr. Pepper, a mainstay of college football.


Pacifico x Super73
Now through November 2nd, Pacifico is partnering with outdoor lifestyle and e-bike creator Super73 for the brand’s most exciting collaboration yet. Pacifico is giving more consumers the chance to win an ultimate e-bike bundle, which includes a custom bike and an Insta360 action camera to capture their adventure. The partnership is highlighted through dynamic display pieces that will bring the worlds of Pacifico and Super73 to life at retail. Pacifico is supporting the campaign with a robust media plan with paid social/digital, video and PR through Super73 that will amplify the brand with their hyper-engaged Gen Z audience.

Dos Equis

Fan Together with Dos Equis
Now through December 31st, Dos Equis will inspire fans to rally their crew and celebrate the unmatched camaraderie of winning together. Dos Equis doesn’t settle for subpar college football celebrations, so this sweepstakes offering shouldn’t either. Dos Equis is rewarding dedicated drinkers with a game day experience that their crew will never forget.

Grand Prize (1 national winner + 3 regional winners):

  • Six tickets to see the 2024 CFB game of their choice
  • Dos Equis branded RV/party bus to get to and from the game
  • Fully catered tailgate before the game (games, food, etc.)
  • Fanatics team gear for the winner and their crew
  • Flights and accommodations

    Secondary Prize (Instant win):

    • Instant weekly winners (10 per week for 17 weeks) will receive two, $100 Fanatics gift cards for the winner and a friend


    Celebrate the Sophistication of Formula 1 Culture with Heineken
    October, Heineken will celebrate the sophistication of Formula 1 culture by giving fans a chance to connect with the action on race day like never before. Consumers & fans alike will have a chance to win one-of-a-kind VIP treatment for them & a friend at the inaugural Formula 1 Heineken Silver Las Vegas Grand Prix. We’re talking meet & greets with drivers, VIP seats & podium viewing area and exclusive curated Heineken experiences!

    Boston Beer

    Boston Beer Continues Partnership with Philadelphia Union
    Boston Beer continues their sponsorship with the Philadelphia Union through the fall, featuring Dogfish Head as the official craft beer, Truly as the official hard seltzer, Twisted Tea as the official hard tea and Angry Orchard as the official hard cider. There will also be retail programming with Truly coming off their sponsorship with the U.S. soccer team (with Truly x Union scarves and flags) as well as a consumer sweeps with Twisted Tea and pre-game product samplings.

    Twisted Tea

    Grab a Tea, It’s Game Time with Twisted Tea
    In the on-premise, Twisted Tea will introduce and drive relevance for the refreshingly flavorful brand, leveraging materials and assets to drive game day excitement. In the off-premise, Twisted Tea will own game day with displays and earn share of mind with drinkers during football and tailgating season.

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