CHICAGO, NEW YORK, AND MEXICO CITY, Nov. 8, 2022 /PRNewswire/ — Molson Coors Beverage Company announced today Coors Light will be the first-ever multi-year partner of Leagues Cup, the landmark major soccer club tournament to feature every team from Major League Soccer (MLS) and LIGA MX, and a qualifier to the Concacaf Champions League.
The multi-year partner agreement makes Coors Light the official beer of Leagues Cup, the first edition of this redefining competition, and will help Coors Light forge deeper connections with the leagues’ loyal fan bases. The partnership will show up throughout the month-long, annual tournament through a fully integrated marketing campaign, including customized in-store programming, giveaways, and on-site experiential activations on match days.
In an exciting new chapter for North American soccer, Leagues Cup will feature a new, World Cup-style tournament format in which all 47 MLS and LIGA MX clubs will pause their respective league seasons and compete in the official Concacaf competition each summer. Next year’s inaugural Leagues Cup 2023 will run July 21 to August 19.
“As the official beer of Leagues Cup, we’re excited to bring Coors Light to 77 matches and 47 clubs each year across North America,” said Marcelo Pascoa, VP Marketing, Coors Family of Brands. “Our partnership with Leagues Cup will build on the passion and momentum surrounding MLS and LIGA MX, bringing Coors Light to ‘the beautiful game.'”
As the exclusive beer, hard seltzer and flavored malt beverage partner of Leagues Cup, Molson Coors will also bring Topo Chico Hard Seltzer to games across North America.
“Leagues Cup is proud to announce Coors Light as the first partner and official beer of this landmark club tournament,” said Carter Ladd, EVP of Soccer United Marketing (SUM). “Now, soccer fans can experience a World Cup-style tournament every summer in this region of the world, and Coors Light is the ideal partner to help us bring the inaugural 2023 Leagues Cup to life for soccer fans.”
Coors Light has an existing foothold in sports with partnerships across professional teams in the NFL, MLB, NHL and more. To learn more about Coors Light, visit coorslight.com.
Leagues Cup, an official Concacaf competition, is part of the evolution of the successful partnership between MLS and LIGA MX that launched in 2018. The partnership is rooted in on-field rivalry but connected by a true spirit of collaboration off the field, with a focus on sharing best practices, growing the beautiful game in North America, and being a force for positive change in the communities of both leagues.
Soccer United Marketing (SUM) supported Leagues Cup and tournament organizers in the delivery of this important commercial partnership.
For more information on Leagues Cup, including format and tickets, visit www.LeaguesCup.com.
SOURCE Soccer United Marketing
Leave a Reply