Skip to main content

Coors Light cooling jersey combines the twin passions of soccer and beer

Coors Light

With summer soccer on the horizon for this season, Coors Light is coming out with another sports-themed promo item: a jersey specially designed to beat the heat. The brand describes it as the first-ever smart jersey, equipped with thermal sensors which detect rising body temperatures and activates a built-in cooling system.

Recommended Videos

“Anyone who has watched a soccer match knows how heated it can get, especially as your favorite teams go head to head,” said Katie Feldman, director of marketing for the Coors Family of Brands. “Between the second Leagues Cup tournament to soccer events happening across the globe, Coors Light is here to keep fans chill and with their favorite beer and a jersey that keeps them cool.”

The shirt is designed as part of a campaign for the Leagues Cup, the soccer tournament for teams from Major League Soccer (MLS) and LIGA MX. All 47 MLS and LIGA MX teams will be playing in the tournament over the summer, from July 26 to August 25.

“At Leagues Cup, we’re thrilled to partner with Coors Light on the ‘Refresh the Game’ campaign,” said Sana Shuaib, Senior Vice President, Partnership Marketing, Integrated Marketing Solutions & Commercial Insights at SUM/MLS “The Coors Light Chill Jersey embodies the excitement and intensity of the most unique soccer tournament in the world while ensuring fans can stay cool and enjoy every moment of the action. This innovative jersey not only showcases the spirit of the game but also brings a new level of engagement to our passionate soccer community.”

The jerseys will be available online for $50 with drops beginning on June 17 to June 21, and another set on July 16 to July 19.

Georgina Torbet
Georgina Torbet is a cocktail enthusiast based in Berlin, with an ever-growing gin collection and a love for trying out new…
Florida craft beer continues to ride significant wave
Still brewing strong in The Sunshine State
A glass of beer on a beach

The news for craft beer hasn't been all rainbows and unicorns as of late. New challenges have arisen, from hybrid beverage options to federal warnings and fears of future tariffs. But there's good news too, if you know where to find it.

Nowhere in the states is craft beer booming quite like Florida. The Sunshine State has gone from 66 to 396 breweries in the last decade alone, according to the Gainesville Sun. It's impressive growth that seems immune to a wobbly economy and shifting consumer preferences.

Read more
Craft beer rallies around LA in wake of fires
Drinking for a good cause
Gose beer

You can't keep a good city down. Los Angeles is emerging from historic fires that wiped entire neighborhoods off of the map. Among a giant relief effort is the craft beer sphere, from west coast breweries to those residing elsewhere.

Common Space Brewery in Hawthorne jump-started the initiative and has since drawn fellow breweries from all over the globe. The international aid project incorporates special brews and portions of sales funneled straight to those affected by the fires.

Read more
Firestone Walker goes all-in with imperial radler beer
A fruit-minded beer for spring
Firestone Walker Mind Haze Rage.

A California craft brewery has gone all-in with radler beer. Firestone Walker just released a trio of imperial radlers, or high-octane, fruit-infused beers. It's another creative pivot within a craft beer movement that continues to navigate heightened competition and ever-changing consumption patterns.

It's an interesting move for a number of reasons. First, radler is traditionally a lighter, lawn-moving style drink that's both refreshing and low in alcohol content. Firestone Walker is flipping the script a bit, as the three new options come in at 8% ABV (hence the imperial designation). Second, it's a creative and seasonally-appropriate way to throw fruit at IPA. The hop-forward beer has long complemented citrus and the match seems to make a lot of senes.

Read more