Challenge: Leverage Coors Light’s long-standing support of the HBCU community to create a fan experience that honors the schools, athletes, and culture – not just the game.

Insight: The HBCU Legacy Bowl is more than a football game; it’s a celebration of heritage, pride, and community.

Solution: We created an immersive experience celebrating HBCU culture at every turn. The Coors Light Spotlight Tailgate blended New Orleans’ vibrant energy with HBCU pride – featuring a local DJ, authentic Cajun cuisine, local influencers, and VIP activations. Fans connected through skill challenges, surprise appearances by HBCU legends, and a custom trading card photo op, generating memorable moments that honored tradition and strengthened Coors Light’s partnership with the HBCU community.