Coors Light renews key college football alliances

Coors Light in recent years has focused on celebrating the passion around college football. Today MillerCoors announced it was building on that commitment by renewing its alliances with some leading schools.

“I’m thrilled to announce that we have recently renewed our alliances with some of the highest profile college athletic programs in the country – the Texas Longhorns, Alabama Crimson Tide, Miami Hurricanes, USC Trojans and Washington Huskies, all of whom are in the 2017 pre-season top 25 rankings,” MillerCoors CMO David Kroll said in a note to employees and distributors. “With more than 40 college sports partnerships, Coors Light continues to make a major commitment to this platform.”

The agreements are all multi-year deals, Kroll said in the note.

The note shared some detail around the alliance with the University of Texas: “The new deal with University of Texas athletics, where Coors Light is the exclusive domestic beer sponsor, includes two new Coors Light-branded destinations inside Darrell K. Royal Stadium, home of the Longhorns football team.”

Kirk Herbstreit, the college football analyst, will be coming back as the face of Coors Light college football, the note said.