Coors Light, the official beer of the first-ever Leagues Cup, is going all in on soccer this season with a new creative ad by modern culture agency, Alma.
Soccer fans are some of the most passionate in the world but cheering for your favorite soccer team can be stressful. The first-ever Leagues Cup, a monumental World Cup-style tournament including all MLS and LIGA MX clubs, is coming and soccer fans are sure to be running hot this summer.
So just in time for the big tournament, Coors Light, the official beer of Leagues Cup, is committed to keeping you chill when fanxiety strikes.
Fanxiety is the tension die hard soccer fans experience when watching their favorite teams take to the field in over 90-minutes of nonstop action. To alleviate fanxiety during the first-ever Leagues Cup, Coors Light is helping fans by upgrading a must-have staple in any soccer fans’ wardrobe, the soccer scarf, to have the unique ability to keep fans chill…literally!
While scarves are typically meant to help you stay warm, this summer Coors Light is changing the game with the Chill Fanxiety Scarf — the ultimate soccer scarf with cooling technology to keep you refreshed during the most intense matchups. Plus, each scarf has a built-in neck massager and two beer pockets so you can keep your Coors Light on hand for anytime you want mountain cold refreshment.
“We know sports fans get fired up about their teams and that’s especially true of soccer lovers,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “With two major rival leagues going head-to-head for the first time ever at LeaguesCup this year, the matches are sure to be intense, but Coors Light will be there to keep your fanxiety chill.”
For a limited time, soccer fans looking to maintain their chill with a Chill Fanxiety Scarf can head over to the Coors Light shop site to buy these hand-made scarves for $30. Quantities are very limited with 22 scarves available per day from July 18 to August 2 starting at 12pm CST, whiles upplies last. Plus, Coors Light has partnered with soccer star Carlos Vela, a former MLS MVP, to spread the word about this game-changing soccer scarf and connect with soccer fans during this exciting first-ever tournament.
Throughout the summer, Coors Light is furthering its commitment to soccer fans with thematic packaging, onsite activations, and athlete partnerships. Coors Light is also rolling out a new creative campaign that taps into soccer fanxiety and helps fans stay refreshed while they watch their favorite teams compete. The campaign was developed in partnership with creative agency Alma.
Watch the new creative here.
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. This is the first major soccer tournament to feature every club from the two top leagues.
The inaugural Leagues Cup 2023 will run July 21 to August 19.
For more information on Leagues Cup, please visit Leagues Cup.com.
Tickets for all matches are available on LeaguesCup.com and are also available to fans via the hosting MLS club. MLS club season ticket holders should contact their club representative for more information or visit LeaguesCup.com and follow @LeaguesCup on social.
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