• by Nina Lentini , August 28, 2007

Coors Light, official beer sponsor of the NFL, is kicking off the professional football season with the return of its Silver Ticket program and new executions of its "press conference" campaign, featuring former coaches Bill Parcells and Dennis Green.

The season officially begins Sept. 6.

Coors Brewing Co. is also expanding the roster of teams with which it has partnerships with the addition of the N.Y. Giants and the Tennessee Titans. The company says it is also broadening its relationship with the N.Y. Jets and Pittsburgh Steelers. Coors Light is extending its deals with the New England Patriots and Oakland Raiders, and is also a sponsor of the Denver Broncos, New Orleans Saints and San Diego Chargers.

Through Oct. 31, fans can enter Coors' Silver Ticket sweepstakes through purchases of Coors Light and Coors, and by entering the official code at coorslight.com. The codes are available at participating retail stores in specially marked can and bottle packages, on pint sleeves at participating bars and restaurants and at coorslight.com.

In one of the new 30-second TV spots, Coach Green, who once led the Minnesota Vikings and the Arizona Cardinals, faces a phalanx of reporters and guys with cans of Coors Light in their hands. Previously taped replies by Green are interspersed with questions about who stole the coach's stash of Coors Light, and the coach appears to play along.

The company plans other ways to infuse its marketing with the drama of professional football.

"We will incorporate team logos into our packaging in market, and in some cases, will run local print ads and out-of-home advertising in team markets," says Bryce McTavish, vice president of channel and sponsorship marketing for Coors Brewing Co.

There is also a 30-second radio spot promoting the Silver Ticket as well as point-of-sale posters and online banner ads.

"The NFL is the most popular sports property in the U.S., and there is tremendous value for us to be the 'Official Beer Sponsor' of the NFL," says McTavish. "It's become a year-round sport, and gives us the opportunity to execute national promotions from the Super Bowl in February, to the NFL Draft in April, to kickoff in August/September, and through the playoffs in December.

"Our NFL programs associate our brand with a property that is already engaging our consumers, our retailers and our distributors. Reaching all three at once is tough to do with any marketing element."

Dr Pepper Promo Dangles $1 Million

Dr Pepper is offering free 20-ounce bottles of the beverage during Kick-off Weekend, Thursday through Monday. If a Division 1A team scores 23 points and wins, consumers can enter information at drpepper.com to receive* a coupon for a free soda.

The offer kicks off a national, three-month-long promotion, "Go For More," that dangles $1 million.

Consumers who purchase 12-packs and 20-oz. or 2-liter bottles of specially marked Dr Pepper beginning Aug. 27 can go to drpepper.com and enter their code to see if they're a winner. Winners have the ability to claim the first prize or they can "Go For More" to win something even bigger, including gear, memorabilia, experiences and technology. The promotion will give away more than one million prizes.

Through the promotion, fans can qualify for a chance to win tickets to one of the three championship games that Dr Pepper sponsors--the SEC Championship presented by Dr Pepper, the Dr Pepper ACC Championship and the Dr Pepper Big 12 Championship--where they could win the opportunity to be on the field at halftime for a chance to compete for $1 million.

Two fans will be selected through a preliminary competition to compete on the field during halftime at each of the three championship games for a chance at $1 million each. The fans will throw from the five-yard line into a two-foot hole cut into an oversized Dr Pepper can replica. The fan who successfully completes the most consecutive throws in 30 seconds will win $100,000. The winner has the option to keep the money or "Go For More" by completing a throw from the 15-yard line for $500,000 or the 23-yard line for $1 million.

Denny's Is Out With 'Gators Gridiron Getaway'

Spartanburg, S.C.-based Denny's is offering diners at its 125 participating Florida restaurants a chance to win the "Gators Gridiron Getaway"--a trip for two to South Carolina to attend the Nov. 10 sold-out Florida Gators game against South Carolina, two nights in a team hotel and a Gator football autographed by coach Urban Meyer.

The contest runs from Wednesday to Oct. 28. An exclusive Gator Slam poster commemorating the team's NCAA Division I Football and Men's Basketball Championship titles also will be available to Denny's diners with the purchase of an entrée from Nov. 3 to Dec. 31. Denny's is an official partner of the Gators.

Krispy Kreme Offers 'Tailgate Packs'

Struggling Krispy Kreme is offering football-shaped doughnuts in "Tailgate Packs," which include a dozen plus a dozen "Original Glazed" doughnuts, through Sept. 29 and every weekend through Super Bowl Sunday. The football doughnuts can be decorated in a team's colors.

*Editor's note: This story was amended since publication.