Coors Light recently wrapped up its 2015 Historically Black Colleges and Universities (HBCU) Classics season, following the SWAC Championship in Houston. The brand has invested in HBCUs for more than 25 years, supporting higher education, civic leadership and economic empowerment. Over the last seven years, Coors Light has donated more than $1 million to provide much needed resources to HBCUs. This year Coors Light is giving $100,000 in scholarships benefitting juniors and seniors aged 21 and older.
This year’s support continued with the theme “Return. Reunite. Refresh.” Coors Light hosted events reuniting alumni and fans and bringing refreshment to the HBCU Classic experience with live music entertainment and cooking with beer demonstrations. In 2015, Coors Light was an official sponsor of the following Classics:
- Southern Heritage Classic (Memphis)
- Chicago Football Classic
- Magic City Classic (Birmingham)
- Florida Blue Classic (Orlando)
- Bayou Classic (New Orleans)
- SWAC Championship (Houston)
In addition to sponsoring the Classic events above, Coors Light presented its annual scholarship donation to the 100 Black Men of Atlanta for Project Success.
“Supporting higher education and investing in our communities have always been priorities for us as a brand,” said Joe Sargent of the Coors Light multicultural marketing team. “The HBCU Classics are a great way to celebrate the unique culture and experience these institutions offer, and we’re happy to continue supporting higher learning within the African-American community.”
While some schools were able to claim victory on the field during the game or the battle of the bands, all of the participating HBCUs walked away with much needed resources provided by Coors Light. In addition to donations, the brand hosted a series of events surrounding the Classics. These events included VIP tailgates in each city with live entertainment from nationally recognized hip-hop artists and DJs, such as hit producer, Mannie Fresh. Refreshments were prepared by former Hell’s Kitchen finalist Chef Jason Ellis, who cooked delicious food with Coors Light. Legal drinking age consumers also were invited to join Ellis at cooking-with-beer demonstrations at various retail locations.
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