Coors Light has announced its new “Refresh the Game” campaign, in conjunction with its role as the official beer of the Leagues Cup, a landmark soccer tournament featuring all Major League Soccer (MLS) and LIGA MX teams. This campaign aims to connect with soccer fans throughout the summer and includes the introduction of the limited-edition Coors Light Chill Jersey.
The Coors Light Chill Jersey, the first-ever smart jersey designed to keep fans cool, features built-in thermal sensors that activate a cooling system when body temperature rises. Additionally, the jersey includes a Captain’s Beer Band to keep a Coors Light within reach. This initiative is part of Coors Light’s effort to bring its signature mountain cold refreshment to soccer enthusiasts.
Katie Feldman, director of marketing for the Coors Family of Brands, highlighted the campaign’s goal to keep fans cool during intense soccer matches. Feldman noted the widespread popularity of soccer events and Coors Light’s commitment to enhancing the fan experience.
Sana Shuaib, Senior Vice President of Partnership Marketing at SUM/MLS, expressed excitement about the partnership, emphasizing that the Chill Jersey represents the excitement and intensity of the Leagues Cup while keeping fans comfortable.
For a limited time, fans can purchase the Chill Jersey for $50 at www.thechilljersey.com. The jerseys will be released in two drops: the first from June 17 to June 21, and the second from July 16 to July 19. Quantities are limited, with a specific number of jerseys available each day during the drops.
In addition to the Chill Jersey, Coors Light is launching thematic packaging and a sweepstakes for a chance to win a trip to the Leagues Cup championship match. Fans can enter the sweepstakes at www.thechilljersey.com. The campaign also features partnerships with MLS MVP Luciano Acosta and soccer star Alan Pulido to promote the Chill Jersey.
Coors Light is collaborating with Alma, “The Ungeneral Agency,” to develop a creative campaign that taps into soccer excitement and helps fans stay refreshed. The campaign includes new content aimed at soccer enthusiasts.
Coors Light is also working with Soccer United Marketing to create interactive fan spaces at five Leagues Cup matches, providing a cool environment for fans during the games. The schedule includes:
- July 26: LAFC vs. Club Tijuana at BMO Stadium in LA (Leagues Cup kick-off day)
- July 30: LAFC vs. Vancouver at BMO Stadium in LA
- August 4: Guadalajara (Chivas) vs. LA Galaxy at Dignity Health Sports Park in LA
- August 9: Club America vs. TBD at Snapdragon Stadium in San Diego
- August 25: Final match (location TBD)
The second annual Leagues Cup tournament, running from July 26 to August 25, will see all 47 MLS and LIGA MX clubs pausing their league seasons to compete. For more information, visit LeaguesCup.com.