Coors Light Sponsoring Mexico’s Primera Division Becomes First Brand to Partner with FMF in U.S.

Coors Light, the World’s Most Refreshing Beer, announced today it is the exclusive beer sponsor of Mexico’s Primera División, the elite level of Mexican Fútbol.

In a year of unprecedented enthusiasm for the sport, Coors Light is partnering with the Mexican Football Federation (FMF) to share in Mexican soccer aficionados’ passion for their club teams. Coors Light also will launch the “Tú Ventana a la Liga” blog, where Mexican great Jorge Campos will cover the league with expert insight.

“Soccer is the sport of choice for the Latino community, and represents an important passion point to connect with this valuable consumer,” said Rick Gomez, vice president of marketing for the Coors Family of Brands. “This deal with the Primera División will allow us to continue strengthening the growing relationship with one of Coors Light’s most important audiences, legal-drinking-age Latino consumers.”

Television, radio, online and out-of-home advertising debuted with the start of the 2010 Torneo Clausura (Winter Tournament) and national promotions such as viewing parties will be part of the sponsorship activation.

“We are very excited about having Coors Light as the exclusive beer sponsor of Primera División in the United States,” said Justino Compean, Mexican Football Federation president. “We know the passion for the Mexican Soccer League continues to be strong in the U.S. and having a great partner like Coors Light implement the first U.S.-based partnership will do nothing but continue building the popularity of our brand.”

Campos, former Mexican National Team goalkeeper and assistant coach, will share his insight of the game and Primera División throughout the season, providing fútbol aficionados a unique perspective about players, teams, strategy and much more. One of the most eccentric, versatile and popular Mexican players of all time and a true Mexican soccer legend, Campos played for Primera División teams Cruz Azul, Pumas and Tigres, and was a member of Mexico’s 1994 and 1998 World Cup squads. He was the first Mexican League star to play in the MLS, for the Los Angeles Galaxy and Chicago Fire.

Along with category exclusivity, Coors Light’s partnership with Primera División includes:

 Rights to Liguilla (playoffs) and Finals logos, as well as the use of Champions Trophy imagery.
 Use of the First Division team names in the official calendar and rankings.
 Rights to use the First Division logo in internet, packaging and memorabilia.

The national promotion component of the sponsorship, titled “Pase de 1ra” (1st Class Pass), will provide consumers unprecedented access to the Primera División league. Prizes include trips to the semifinal and final matches in Mexico, unique autographed memorabilia and soccer merchandise, and more.