Coors Light joins the Parade.

In New York, three million spectators are expected to span 42 blocks in Manhattan for the 52nd annual Puerto Rican Day Parade, where Reggaeton legend Tito “El Bambino” will perform on the Coors Light Float. In Chicago, the week-long Fiestas Puertorriqueñas include the 43rdPuerto Rican Day Parade, which is the largest Hispanic event in the Windy City, attracting an estimated 700,000 people.

These mega-events and parades are sponsored this year by Coors Light, the best-selling beer in Puerto Rico and New York City. This is the third year in a row that Coors Light is sponsoring the National Puerto Rican Day Parade.

To continue the celebrations, Coors Light is helping develop the next generation of leaders by providing $75,000 in scholarships to the National Puerto Rican Day Parade and Diversity Foundation Scholarship Funds. Students nationwide who exemplify academic excellence and a commitment to advancing Puerto Rican culture, heritage or education are eligible to apply through certified affiliates of the National Puerto Rican Day Parade.

Additionally, Coors Light is launching the Emborícuate campaign. Emborícuate invites everyone to join in the fun, share the pride of being a boricua (Puerto Rican) regardless of your cultural background, and celebrate the heritage of the Caribbean with refreshment as cold as the Rocky Mountains. The eye-catching visuals will be on subway platforms, in supermarkets, bodegas and bars, and even on hundreds of Emborícuate domino playing stations set up at local clubs and establishments.

To reinforce the pride in Borínquen Querido, legal-drinking-ageconsumers in several states can enter to win a trip for two to Puerto Rico ($3,500 trip value).

“Puerto Rico, or la Isla del Encanto, has enriched the daily lives of those of us who make our homes stateside,” said Joedis Avila, Coors Light multicultural relations manager. “The contributions Puerto Ricans have made in our society are especially evident in politics, economic development, education, music, sports, our local communities and even the ranks of our military. That pride is at the core of these celebrations. You cannot escape the passion, vitality and enthusiasm exemplified in our Puerto Rican Day festivities. Since Coors Light is about bringing people together for good times, this is one fiesta we don’t want to miss.”

“More than 12 million viewers in the U.S. and Puerto Rico tune in to our televised parade each year,” said Carlos Velasquez, marketing director, National Puerto Rican Day Parade. “That’s an enormous number. Yet equally important is the impact we can make in the lives of 25 young people and their families through the generous scholarship donations Coors Light is making to encourage our youth to achieve their dreams and ambitions through education and hard work.”