Coors Light x HBCU Spotlight Experience

Coors Light wanted to build on its longstanding support of the HBCU community with an experience that celebrated the schools, athletes and culture beyond the football field. At the HBCU Legacy Bowl in New Orleans, we created the Coors Light x HBCU Spotlight Experience, putting HBCU pride at the center of the action. Instead of a traditional branded tailgate, the experience drew on the city's culture with a local DJ and authentic Cajun cuisine, alongside football skill challenges, appearances by HBCU legends, a school-pride gear station and custom trading card photo ops. A digital sweepstakes also gave fans the chance to win an Ultimate Draft Party supporting draft-eligible HBCU athletes. The result was more than a football experience. It was a celebration of HBCU pride, culture and community that made Coors Light part of the story.