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Volume 26 No. 208
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Coors Light Has Big Plans As First-Ever "GameDay" Beer Sponsor

Coors Light's deal to become the first-ever beer sponsor for ESPN’s "College Gameday" did "not require any regulation changes at the brewer or cable network," according to E.J. Schultz of AD AGE. Disney Ad Sales Senior VP/Consumer Packaged Goods & Beverages Patricia Betron said that ESPN had a sponsorship opportunity "come open previously held by General Motors that Coors Light filled." Coors Brand Family VP/Marketing Ryan Reis said that the deal "builds on MillerCoors’ existing endorsement deal" with "GameDay" host Kirk Herbstreit, who has "previously appeared in social media advertising for Coors Light." Under the deal, the game picks segment of the show "will now be known as 'Coors Light Saturday Selections.'" The brand also "plans to run commercials during the program from its new 'Made to Chill' campaign" from Leo Burnett, Chicago. One of the spots "plugs Coors Light as 'the official beer of Saturday morning.'" Separate from the ESPN deal, Coors Light "plans to deploy a branded Airstream trailer on college campuses where 'GameDay' is broadcasting." Other "Gameday" sponsors include AT&T, Coca-Cola, Geico, Goodyear, Hershey's and Pizza Hut, which "all sponsored the show last year" (ADAGE.com, 8/28).