Coors Light: Iceman to Canton

Coors Light, a beer brand, promoted its brand among Latino football fans in the US by starting a petition to get legendry coach Tom Flores into the Pro Football Hall of Fame.

The Situation

Since giving up its sponsorship as the National Football League's Official Beer a decade earlier, Coors Light has looked for opportunities to leverage Its remaining individual-team alliances with teams like the Las Vegas Raiders to drive...