Molson Coors Beverage (TAP) says it will run advertisements during the Super Bowl for the first
time in 33 years.
The move comes after rival Anheuser-Busch InBev (BUDFF) announced that it is ending a 33-year
deal with the National Football League (NFL) that made it the exclusive alcohol advertiser
during the Super Bowl championship game.
Since 1989, Anheuser-Busch’s NFL deal had shutout other brewers such as Molson Coors. The
commercials over the years have popularized Budweiser’s Clydesdale horses and introduced
the world to the saying “Whassup?”
Molson Coors, which makes beers such as Molson Canadian and Miller Lite, says it now plans
to run one 30-second spot during the Super Bowl next February.
In recent years, Molson Coors has expanded beyond beer, adding hard seltzer, whiskey, and
energy drinks to its stable of products.
With Anheuser-Busch’s exclusive Super Bowl deal now gone, other alcohol companies such as
Heineken (HEINY) and Diageo (DGE) are also expected to advertise their drinks during the
football game.
This year, Super Bowl ads sold for more than $7 million U.S. for one 30-second spot. The Super
Bowl is the most watched sporting event in the world. The NFL said this year’s game attracted
more than 200 million viewers worldwide.
Molson Coors stock is up 23% so far this year at $58.25 U.S. a share.