An ad from Molson Coors announcing that it is teaming up with online sports-betting company DraftKings.
Molson Coors Beverage Co. is seizing on the popularity of online sports betting to generate buzz during Super Bowl LVII, as the maker of Coors Light and Miller Lite returns to the big game after a 33-year hiatus.
The Chicago-based company had long been kept out of the Super Bowl because rival Anheuser-Busch InBev NV had exclusive rights to be the sole alcohol brand to be featured during the game, which it gave up last year. In anticipation of its return, Molson recently ran print, online and outdoor ads asking consumers which of its two light beers—Miller Lite or Coors Light—deserves the brewer’s coveted Super Bowl spot.