Coors Light has released a new smart soccer jersey that cools you up just as the game heats up in an exciting summer campaign.
Launched last Monday, “Refresh the Game” was developed in partnership with Soccer United Marketing (SUM), the for-profit marketing arm of Major League Soccer (MLS).
The initiative highlights the Molson Coors brand’s role as the Official Beer of Leagues Cup, the tournament that includes all MLS and LIGA MX teams.
The Coors Light Chill Jersey is the first smart jersey ever released in the market, equipped with thermal sensors that detect when the body’s temperature goes up, automatically activating a built-in cooling system.
Each jersey is also paired with a Captain’s Beer Band for easy access to a Coors Light while watching the game.
Reigning MLS MVP Luciano Acosta and Sporting Kansas City striker Alan Pulido were also tapped to promote the Coors Light Chill Jersey.
“Between the second Leagues Cup tournament to soccer events happening across the globe, Coors Light is here to keep fans chill and with their favorite beer and a jersey that keeps them cool,” Katie Feldman, director of marketing for the Coors Family of Brands, said in a press release.
“This innovative jersey not only showcases the spirit of the game but also brings a new level of engagement to our passionate soccer community,” Sana Shuaib, SVP of partnership marketing, integrated marketing solutions & commercial insights at SUM/MLS, added.
The limited-edition jersey will be available for $50 at the beer brand’s online shop from June 17 to 21 starting at 12 p.m. EST.
With only 90 jerseys made, the company is restricting the number of products dropped each day: 18 pieces sold on Monday, 14 on Tuesday, 10 available on Wednesday, and eight each on Thursday and Friday.
Coors Light Chills Summer Soccer Heat
As part of the “Refresh the Game” campaign, the beer brand will also be launching thematic packaging and a contest with a trip to the Leagues Cup championship match as the grand prize throughout the summer.
Coors Light is also working with SUM to develop special interactive spaces for fans during five Leagues Cup tournament matches on July 26 and 30, and again on August 4, 9, and 25.
Coors Light released a creative spot titled “Hot Flashes,” developed by Alma, “The Ungeneral Agency,” for another campaign that focuses on the excitement fans feel as they watch the game.
The Leagues Cup will kick off its 77-game tournament on July 26 and can be streamed on Apple TV.
