Shut out of the Super Bowl for more than three decades, Molson Coors is back in the Big Game, partnering with DraftKings on a whimsical $500,000 beer commercial contest.
Fans who correctly guess the most “prop bets,” such as how many guys with facial hair will appear in the Molson Coors commercial during the first half of Sunday’s game, will win a share of the prize money. The company behind Coors Light and Miller Lite may have already won, just by being there.
Molson Coors and other brewing giants were able to buy ads in the Super Bowl because Anheuser-Busch InBev gave up its exclusive rights as a game sponsor after 33 years. Industry analysts are already calling this year’s broadcast the Beer Bowl, with Heineken, Molson Coors, Sam Adams and Anheuser-Busch all scheduled to run ads in a wide-open commercial field.
