Each ad matches Coors Light with pastimes enjoyed by the male 21-34 age group, beginning with a series of online ads in the Pittsburgh Tribune that illustrates strong brand indentification with key affinity brands, such as the NFL and the MLB.

Leveraging Coors Light's official sponsorship of the NFL, the Pittsburgh local online spots include Coors' sponsorship of the Steelers Live website. The Pittsburgh MLB spot features the Coors Light sponsorship of the Pirates Scoreboard.