Molson Coors and DraftKings team up to let fans bet on 'high stakes' Super Bowl ad

Molson Coors is teaming up with online sports betting institution DraftKings successful a selling run that allows viewers to spot wagers connected the brew company's upcoming Super Bowl commercial, the companies said Monday.

The concern marks Molson Coors' instrumentality to the Super Bowl aft a hiatus of 33 years, according to the company. Molson Coors, which makes Coors Light and Miller Lite, has been incapable to advertise during the crippled since 1998 owed to an exclusivity statement betwixt parent-company AB InBev and the National Football League, it said. That statement ended successful 2022, and Molson Coors is making a splashy instrumentality to the advertizing lawsuit with an advertisement run specifically starring up to its Super Bowl spot.

Molson Coors and DraftKings said they're offering viewers a portion of a $500,000 prize excavation for correctly predicting the contents of the brewer's commercial, dubbed "The High Stakes Beer Ad." It's the largest prize excavation of immoderate free-to-play non-sport contention offered successful DraftKings' history, according to a Molson press release.

"After being unopen retired of the large crippled for much than 30 years, we wanted to bash thing that had ne'er been done before," said Michelle St. Jacques, Molson Coors' chief selling officer, successful a statement. "By giving radical the accidental to foretell each item of the advertisement earlier it adjacent runs, we're bringing our fans on for the thrust and getting them conscionable arsenic excited astir our instrumentality to the large signifier arsenic we are."

According to a caller teaser for the ad, fans aged 21 and up volition beryllium capable to spot bets done their DraftKings accounts connected multiple-choice questions specified arsenic "Which brew is mentioned first?" during the Super Bowl ad. The contention closes astatine 3:30 p.m. ET connected gameday, and winners are expected to beryllium announced the pursuing morning, the institution said.

Details of the commercial's result are being kept a secret, the brands said. Multiple antithetic endings person been filmed, and adjacent Molson Coors' CEO doesn't cognize however the commercialized volition end, they said.

For Molson Coors, the concern capitalizes connected the increasing popularity of sports betting. Through the archetypal 11 months of 2022, casinos and mobile sports gaming gross stood astatine a grounds $54.93 billion, according to the American Gaming Association.

"This behaviour is everywhere," said Sofia Colucci, vice president of planetary selling astatine Miller Family of Brands, successful an email to CNBC. "It's a portion of culture, and truthful are our brands. Since we're already celebrating a historical infinitesimal by returning aft 30 years, we mightiness arsenic good marque past doubly by introducing the first-ever precocious stakes advertisement wherever radical tin foretell each detail."