Coors Light teams up with Reebok Spartan Race in Canada

Coors Light to expand its biggest party experiences to Reebok Spartan Race community

TORONTO, May 23, 2013 /CNW/ - Coors Light has partnered with Reebok Spartan Race to continue providing consumers with unique experiences like Mystery Mansion, Maxim Golf Tournaments and Silver Bullet Express.

Reebok Spartan Race is the world's leading obstacle race series of "pure primitive craziness" featuring courses combining endurance running and unique obstacles to test one's limits. With races all over the globe and different distances for different levels and styles, Reebok Spartan Race brings with it a community of unwavering athletes. To reward them for their hard work and determination, Coors Light will bring the after-party to them.

Coors Light will sponsor all Canadian Reebok Spartan Race events throughout 2013. This marks the beginning of a relationship between the two companies where Coors Light will start to amplify the brand experience to over 60,000 participants and attendees from coast to coast. Consumers can experience one of several race events held across Canada this year and look forward to celebrating the course completion with a Cold Certified beer.

Running simultaneously this summer is the new Coors Light Mountain Survival national campaign, consisting of over $6-million in prizes to be won through 3.3 million scratch cards in market. The season will end with the grand prize winners being sent to Sun Peaks Resort in British Columbia for a weekend adventure they won't soon forget. This once-in-a-lifetime event will take place during the last leg of the Reebok Spartan Race series where athletes and attendees will also be invited to take part in the epic after-party.

The brand idea behind both these programs is the notion of pushing the boundaries of a regular adventure to make for a bigger and more exhilarating experience for consumers. Coors Light is looking to accomplish this by partnering with Reebok Spartan Race to take obstacle race challenges to the next level.

About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world's beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across The Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the US through MillerCoors; and in the U.K. and Ireland through Molson Coors UK. Molson Coors is listed on the Dow Jones Sustainability Index for North America. For more information on Molson Coors Brewing Company visit the company's website, www.molsoncoors.com.

About Coors Light Mountain Survival
If the mountain doesn't change you…the party will. Throughout the summer of 2013, consumers can look for Mountain Survival scratch cards in specially marked cases of Coors Light. Scratch two of the four boxes and if they match, you are eligible to win the corresponding prize. There are over 46,000 prizes to be won totalling over $6-million. For more information about Coors Light Mountain Survival and the contest visit www.coorslight.ca/survival.

About Reebok Spartan Race
Reebok Spartan Race, voted Outside Magazine's Best Obstacle Race in 2012, is the world's leading obstacle racing series and the first of its kind to have global rankings. With 350,000 participants in 2012 and 60 events planned for 2013, Reebok Spartan Race is making this one of the fastest growing sports in the world. Reebok Spartan Race is a timed event series featuring races at four escalating distances in locations worldwide that culminate in a World Championship Finale with cash and prizes for the champions - with a half-million dollars in cash and prizes awarded in 2012 alone. While featuring competitive elite heats, Reebok Spartan Races are for athletes of all levels and abilities and are geared toward ripping people off their couches and into the outdoors. For more information on Reebok Spartan Race visit www.SpartanRace.com.

Video with caption: "Coors Light Mountain Survival: One part adventure race, one part greatest party of your life". Video available at: http://www.youtube.com/watch?v=dMk7IQWl2lU

Image with caption: "For more information about Coors Light Mountain Survival and the contest visit www.coorslight.ca/survival (CNW Group/Molson Coors Canada)". Image available at: http://photos.newswire.ca/images/download/20130523_C8869_PHOTO_EN_26963.jpg

Image with caption: "Official beer sponsor of Spartan Race Canada (CNW Group/Molson Coors Canada)". Image available at: http://photos.newswire.ca/images/download/20130523_C8869_PHOTO_EN_26965.jpg

SOURCE: Molson Coors Canada

For further information:

Please direct all media inquiries to:

Francois Lefebvre
Corporate Affairs Manager 
Molson Coors Canada
Francois.Lefebvre@molsoncoors.com 
514-529-8583


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