Coors Light has been named the official beer of Leagues Cup, a new tournament kicking off next summer featuring every team in the U.S.-based Major League Soccer and Mexico’s top soccer league, LIGA MX.
The multi-year partnership makes Molson Coors Beverage Company the official beer, hard seltzer and flavored malt beverage sponsor of the month-long tournament, giving brands like Coors Light and Topo Chico Hard Seltzer, a chance to deepen connections with passionate soccer fans.
During the tournament, Molson Coors brands will show up in customized in-store programming, giveaways, at on-site match-day experiences, as well as a broad marketing campaign aimed at consumers.
"As the official beer of the Leagues Cup, we’re excited to bring Coors Light to 77 matches and 47 clubs across North America," says Marcelo Pascoa, vice president of marketing for the Coors family of brands. "Our partnership with Leagues Cup will build on the passion and momentum surrounding MLS and Liga MX, bringing Coors Light to ‘the beautiful game.’”
The highly anticipated Leagues Cup marks a new chapter in North American soccer. The leagues will pause their regular seasons to participate, allowing all 47 clubs to compete in the Concacaf-sanctioned tournament. Leagues Cup games will be played at sites across North America, with the tournament champion – as well as the second- and third-place finishers – qualifying for the Concacaf Champions League.
Major League Soccer is the fastest-growing league in North America and has experienced significant growth over the last 15 years; Liga MX is the most watched soccer league in the U.S., with an average of more than 920,000 viewers per match, according to Soccer United Marketing, which is helping organize the tournament. And with the U.S., Canada and Mexico jointly hosting the 2026 world soccer tournament, momentum for the game in North America is expected to continue to grow.
The partnership will give Molson Coors a significant foothold in the world’s most-played and most-watched sport and add to its roster of sports partnerships.
Its brands already show up at top baseball, football, hockey and college sports venues. And it was recently named the official beer, hard seltzer and flavored malt beverage sponsor of America’s fastest-growing sport, pickleball.
“Pairing one of the world’s most popular beers with the world’s most popular sport just makes sense,” Pascoa says. “We can’t wait to experience the excitement of Leagues Cup with millions of passionate soccer fans.”