Molson Coors
becomes first-ever multi-year partner of new, annual
World Cup-style tournament featuring all MLS and
LIGA MX clubs starting in 2023
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.
About Molson Coors Beverage Company
For over two
centuries Molson Coors has been
brewing beverages that unite people for all of life's moments. From
Coors Light, Miller Lite, Molson Canadian, Carling, and Staropramen
to Coors Banquet, Blue Moon Belgian White, Saint Archer Gold,
Leinenkugel's Summer Shandy,
Creemore Springs and more, Molson
Coors produces some of the most beloved and iconic beer
brands ever made. While the company's history is rooted in beer,
Molson Coors offers a modern
portfolio that expands beyond the beer aisle with sparkling
cocktails, canned wine, kombucha, cider and more.
Molson Coors Beverage Company is a publicly traded company that
operates through Molson Coors North
America and Molson Coors
Europe, and is traded on the New
York and Canadian Stock Exchange (TAP). The company's
commitment to raising industry standards and leaving a positive
imprint on our employees, consumers, communities and the
environment is reflected in Our Beer Print and our 2025
sustainability targets. To learn more about Molson Coors Beverage
Company, visit molsoncoors.com.
About Leagues Cup
Leagues Cup represents a monumental
new chapter for North American soccer. Beginning in
2023, Major League Soccer and LIGA MX will pause their seasons
each summer and all 47 first division professional soccer clubs in
the U.S., Mexico and Canada will compete in the annual World
Cup-style tournament. As an official Concacaf competition, Leagues
Cup will qualify the top three finishers to the Concacaf Champions
League.
Leagues Cup 2023 will kick off Friday,
July 21 and will feature 77 games hosted at stadiums
throughout the U.S. and Canada,
with the Final taking place on Saturday,
August 19. As part of the multiyear partnership between MLS
and Apple, fans around the world will be able to watch the entire
Leagues Cup* tournament on the Apple TV app, which is
available on Apple devices, smart TVs, streaming devices from Roku,
Amazon, and Google, game consoles, and the web at tv.apple.com.
Additional broadcast information in Canada, Mexico and U.S. will be announced at a later
date.
Leagues Cup 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.
* This excludes Leagues Cup for viewers in Mexico.
Media Contacts:
For SUM:
Angela.Alfano@MLSsoccer.com
For Molson
Coors:
Amber Dutra
Molson
Coors
amber.dutra@molsoncoors.com
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SOURCE Soccer United Marketing