There was a time when you couldn’t get Colorado-based Coors beer in Indiana.
It will be ubiquitous at IU sporting events this fall.
IU Athletics announced a new partnership with Molson Coors Beverage Company today that will make Coors Light the exclusive domestic beer sponsor of IU Athletics beginning with the 2022-23 season.
As part of the agreement, Molson Coors Beverage Company will be able to utilize IU’s script mark in its promotion, and it will be a visible part of the gameday experience at various IU athletics venues, including Memorial Stadium. The Rooftop at the Rock presented by Indiana Kitchen, located in the south end zone of Memorial Stadium, will include a Molson Coors branded beer garden.
Other schools that have struck similar agreements have sold beer cans that including their colors and logos.
In addition to those facility-related items, IU Athletics’ new partner will also have increased visibility on IU Athletics’ official social and digital platforms, and on the IU Radio Network.
Founded 150 years ago, Coors first became available in Indiana in 1991.
Molson Coors has also established a $10,000 annual grant earmarked to support Indiana University and Bloomington community campaigns and initiatives centered on responsible drinking.
“Improving the gameday experience for Hoosier fans has been a high priority for our department, and we are excited to team with a great sponsor with a proven track record of working with other schools,” said IU Vice President and Director of Athletics Scott Dolson. “We are also excited that Molson Coors shares our commitment to encouraging people to drink and behave responsibly before, during and after our events.”
Once taboo in college sports, beer was first offered at Memorial Stadium for IU Football games in 2019 as part of a growing trend. It was added to the concession options at IU Baseball and Softball last spring, and will be sold at men’s and women’s soccer games this year.
“The response to our addition of beer to our concessions options at various venues has been overwhelmingly positive,” Dolson said.
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