NFL & Coors Light ‘Carne Asada Sundays’.

The National Football League and Coors Brewing Company announced the launch of “Carne Asada Sundays,” a point of sale promotion targeting adult Hispanic consumers nationwide. Carne Asada represents an occasion when family and close friends gather together on Sunday afternoons to enjoy barbeque and beer, a perfect opportunity to watch NFL Football. Beginning September 17 and continuing throughout football season, adult consumers can enter to win a trip for two to Super Bowl XXXIX in Jacksonville, Florida. Entry displays will be located nationwide at participating retail locations where Coors Light is sold.

Fans simply fill out an entry form on the display and are entered to win two tickets to the Super Bowl with all travel and expenses paid. The drawing for sweepstakes winners will be held on December 6, 2004.

“NFL football is the most popular sport in the U.S. With an ever increasing Hispanic fan base, the ‘Carne Asada Sundays’ promotion creates the perfect opportunity to reap rewards for spending Sundays watching football while enjoying Coors Light and carne asada with family and friends,” said Peter Murray, vice president of sales and partnership marketing for the NFL. “Our hope is that this promotional concept becomes a mainstay at retailers during the NFL season for years to come.”

“As the fastest growing demographic in the United States, the Hispanic market is extremely important to both the NFL and Coors Light,” said Paul Mendieta, director of multicultural marketing for Coors Brewing Company. “The new promotion allows us to reach key consumers in a way that is fun and relevant to their lifestyle.”

Carne Asada Sundays will launch during Hispanic Heritage Month in September and aim to appeal to bi-cultural Hispanic consumers, driving brand awareness for the NFL and Coors Light.

The promotion gives participating retailers the opportunity to create a point of sale experience that reaches out to the Hispanic community through cross-merchandising of other products that are part of the traditional carne asada celebration, such as tortillas, meat, salsa, guacamole, cheese, charcoal, and higher-end items like grills.