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 developed the Coors Light x HBCU Spotlight Experience — an immersive activation designed to authentically celebrate HBCU heritage, pride, and talent. Rather than a traditional branded tailgate, we created a culturally grounded footprint inspired by New Orleans, featuring a Spotlight Tailgate with a renowned local DJ and authentic Cajun cuisine. Fans engaged through football skill challenges, sampling moments with HBCU legends, a Gear Up Spotlight Station to showcase school pride, custom trading card photo ops, and a QR-driven Spotlight Sweepstakes offering the chance to win an Ultimate Draft Party in support of draft-eligible HBCU athletes. By centering culture first and branding second, the experience honored the community while organically strengthening brand affinity.