After a 30-year hiatus, Molson Coors is returning to the Super Bowl in 2023. The news comes as its nemesis Anheuser-Busch InBev announced it was ending its 33-year deal with the NFL which made it the exclusive alcohol advertiser in the NFL.
“After years of finding creative ways for our brands to gain share of voice during the game, we’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” says Molson Coors Chief Marketing Officer Michelle St. Jacques.
According to St. Jacques, Molson Coors has purchased one 30-second spot for Super Bowl LVII, taking place on February 12, 2022.
While Molson Coors has not been in the Super Bowl commercial line-up for the last 30 years, they have run marketing programs that one CNBC report labeled as "trolling" AB InBev’s brands. The Wall Street Journal also cites a prank from last year's game when, following a Bud Light Next advertisement, Molson Coors made sure to buy the domain budlightnext.com and redirect it to joke websites.
And speaking of ending long-running partnerships with professional sports organizations, PepsiCo announced recently it was ending the 16-year contract between Gatorade and the National Hockey League, leaving the door open for BioSteel to become the new official hydration beverage of the NHL.
