Molson Coors Makes Biggest Investment in Live Ad Campaign

Molson Coors may not be the official beer sponsor of the FIFA World Cup – the position is held by Budweiser – but that isn't stopping it from heavily marketing around the 2026 World Cup, which is being held in the U.S. for the first time.

In fact, it is making its largest advertising investment in a live sporting even in the last decade around the World Cup with a new Coors Light soccer campaign featuring legendary soccer announcer Andrés Cantor. 

The tournament is expected to generate 1 billion viewing occasions that reach more than 37% of beer drinkers between the ages of 21 and 49 during the peak summer selling period. That’s more than four times the frequency of the football championship.  

And with matches taking place this summer across North America, there’s a big opportunity for the industry to score.  

“There is no greater way for us to champion beer this summer than showing up in one of the biggest sporting events of the year,” says Sofia Colucci, Molson Coors’ chief marketing officer. “This isn't us just putting our money where our mouth is — it's thinking strategically about how we can get our portfolio closer to consumers and the occasions where they reach for a beer.”  

It starts with "The Coors Call." Throughout the tournament, soccer fans will see the 30-second spot that shows beer lovers celebrating soccer and enjoying cold Coors Light at a backyard barbecue, while fishing, at a sports bar and camping, among other key beer occasions – all while Cantor makes a beer order at the bar in his signature style.