Game On: Molson Coors Brings the Energy to Summer Soccer

Every four years, the world comes together for one unmistakable sound—GOOOOAL!!! And this summer, Molson Coors is turning up the volume with a major investment behind soccer’s biggest moments. Featuring fan-favorite brands like Coors Light, Miller Lite, and Topo Chico Hard, the campaign is set to show up everywhere—from high-impact TV spots to unforgettable fan experiences throughout the tournament.

Leading the charge is Coors Light’s “Coooors Call,” a fun twist on the iconic goal call brought to life by legendary announcer Andrés Cantor. Whether it’s a backyard BBQ, a day on the lake, or a packed sports bar, the campaign celebrates the moments that make summer soccer special. Meanwhile, Miller Lite is keeping the energy going with its “Legendary Moments Start with a Lite” platform—plus a standout activation: the Miller Time MVP Matchball, a first-of-its-kind soccer ball that holds up to 12 beers and is built for watch party center stage.

At SBG, we’re excited to bring this momentum to life in our markets. Our teams are out supporting these brands as we head into Memorial Day, a full summer of soccer, and countless backyard celebrations. We’re proud to partner with Molson Coors to deliver the products fans love—right when they want them. Cheers to a season full of goals, great drinks, and even better moments.