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GOLDEN, Colo. -- Coors Light is showing football fans how to "Kick Off Every Rivalry With A Cold One" by offering consumers access to premium tickets, branded gear and other exclusive prizes.
The Golden-based beer brand will host Coors Light Rivalry Tailgates at the Red River Showdown on Oct. 11 and the Iron Bowl on Nov. 29, during which fans can mingle with football alumni, win prizes and take part in tug-of-war battles with fans of the other team.
Coors Light-branded vehicles will also tour select markets equipped with jumbo screens and college football video games, and retail accounts in key football towns will feature Coors Light Tweet Walls, allowing rival fans the opportunity to engage in spirited social conversation.
Additionally, consumers can visit retailers through Dec. 31 to find codes for a chance to win VIP access to rivalry games and tailgate parties through the national Coors Light Score the Silver Seat promotion.
"Rivalries are why we love sports. Fans everywhere bleed the colors of their respective teams, every weekend, but especially on rivalry weekends," said Sarah Ross, senior director of marketing for the Coors Family of Brands. "This year, Coors Light will go further to provide football fans the stage to show off their team spirit and take home prizes, experiences and, of course, the ultimate bragging rights."
Coors Light also engaged with football fans through its social media efforts. Fans were asked to upload a picture to the brand's Facebook page depicting why they're the "Most Refreshing Fan" for a chance to appear on Coors Light's billboard during an NFL broadcast.