Coors Light Celebrates The Hard Work And Passion That Make College Football Rivalries Special

CHICAGO, IL  Oct. 11, 2016  In 2016, Coors Light is celebrating classic college football rivalries in an epic way. From access to former players to a free concert series featuring popular artists, Coors Light will be alongside fans all season long. As a partner to more than 40 college sports programs, Coors Light knows the fight, drive and excitement fans go through for each and every big rivalry game, which is why it wants to provide the refreshing reward along the way.

"A national championship is always the end goal, but college football fans know the countless hours of hard work leading up to that moment is what the sport is all about," said Brendan Noonan, Coors Light marketing activation director. "Whether your team wins an overtime thriller in the post-season or endures an agonizing loss to your most bitter rival, we all understand that every hard-fought climb deserves a celebration. That’s why we’ll have a cold, refreshing Coors Light ready for fans each week of the season."

This season, the face of Coors Light college football will be Kirk Herbstreit, former Ohio State quarterback and an analyst on ESPN’s popular "College GameDay." Throughout the season, Herbstreit will narrate the Coors Light "Feats of Fandom" video series that will highlight some of the best climbs by college football fans. "Feats of Fandom" will be shared via the Coors Light Facebook, YouTube, Instagram and Twitter pages.

To bring fans together and ignite the excitement, Coors Light is hosting concerts the night before three big rivalry games and the season’s final game in Tampa. To attend, legal-drinking-age fans can register to win free tickets at CoorsLight.com/rivalry. Each concert will feature popular artists in intimate, local venues.

"The Coors Light Beer Summits are the perfect opportunity to honor the athletes’ journeys and the games ahead," said Noonan. "It’s also a time to celebrate the epic rivalries that are the backbone of college football. We know the preparation on and off the field is a long, hard-fought process and we want to celebrate the emotion, excitement and outcome with the fans every week."

To further help fans enjoy their team’s climb throughout the season, Coors Light is offering an in-pack promotion throughDecember 15, 2016. Look for the special code inside each Coors Light 12-pack (bottles and cans), enter the code at the designated web site, and you’ll have a chance to receive StubHub gift cards.

To help ensure that fans responsibly and safely celebrate their team’s climb throughout the season, Coors Light teams up with its university partners and others on several alcohol responsibility programs.

Since 2012, the brand has given more than $1 million to universities for alcohol responsibility efforts through the company’s Great Plays grant program. In addition, all of the brewer’s college sports-related point-of-sale materials must include the "21 Means 21" logo; MillerCoors brought its Respect 21 responsible retailing program to alcohol retailers in 30 college communities in 2015 alone; safe ride programs — including sponsorship of free public transportation through the company’s Free Rides program, designated driver programs and Uber partnerships – have been brought to several cities; and, in partnership with TEAM Coalition, the brewer has helped deliver responsibility training to concessionaires in several college sports venues that have chosen to sell beer.

This season, Coors Light is encouraging fans to make the winning call by participating in an online designated driver program that will give them a chance to win a trip to Pasadena and VIP treatment for a full college post-season experience. The online designated driver program runs through Nov. 2, 2016. Learn more at CoorsLightResponsibility.com or by texting "PASADENA" to 73255 for a link to enter.

For more information about Coors Light and the Coors Light college football events, visit CoorsLight.com,Facebook.com/CoorsLight, @CoorsLight on Twitter and YouTube.com/CoorsLight.