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CHICAGO — Coors Light is kicking up its sponsorship of Mexico's Primera soccer division by reaching out to Hispanic consumers with new digital efforts.
Coors Light, a U.S. sponsor of the league, said it's now giving soccer fans on-the-go access to in-depth and exclusive articles on the Primera Division, the latest scores, stats and highlights by expanding FanaticosDelFrio.com, a website that offers the league's fans exclusive content and was launched last year. Extensions of the site include:
The newly launched "Fans del Frio" smartphone application allows fans to add scheduled games directly to their smartphone calendar, while reminding them to catch the game and to purchase Coors Light to enjoy with friends while watching the game;
The new "Fanaticos del Frio" mobile site offers much of the content of the official site, including Quiniela, a contest that allows aficionados to test their knowledge of the sport by predicting which teams will win from week to week. By registering and creating a profile, fans that successfully predict each week's outcomes will be featured on the website;
Ms. CoolCast, the official online hostess of Coors Light game day viewing parties, makes a special appearance on the mobile site, encouraging fans to boot up their PCs during live games to watch with her. The interactive CoolCast portal only is available on the main website and uses the computer's camera to take snap shots of consumers' game day celebrations while interacting with live games broadcast on TV. She cheers for the fan's team and even talks a little smack to the referee, Coors Light said.
"Coors Light is as passionate about Primera Division soccer as the millions of fans across the country, which is why we're investing so much in Mexican soccer," Coors Light Hispanic marketing manager Cris Rivera said. "Other brands might be willing to settle for having their logo on the sideline during games, but we wanted to do much more for legal-drinking-age fans. We launched 'Fanaticos del Frio' last year to bring consumers top-tier, exclusive content, and now we're making it even better by adding the mobile site and app so fans can share our enthusiasm for the sport no matter where they go."