Some new billboards have popped up in UCONN country. If you had to guess, what product do you think warrants a billboard that every student at a major university like UCONN can see?

Ding ding ding… beer of course!

Coors light has apparently partnered up with the Huskies to market one of the most popular beers in the country. If you drive 84 and 91 in and around Hartford you will see the digital boards shining bright for all to see.

From a marketing standpoint this seems like a no brainier to me. It’s no secret that college kids drink beer. In fact, some of the student attending the school are actually 21 already. The UCONN Huskies are one of the most recognizable popular brands in college sports. Why not throw up a few billboards during football season? Smart.

Of course there are people on the other side of the coin who have concerns. Which I totally get. Underage drinking has historically been a big issue at UCONN. Especially during their infamous spring weekend celebration ever year.

Some of the concerns that have come up are actually pretty good points. Like these questions from The Healy Strategy Blog:


  • Who at UConn put this deal together and why?

  • How is the relationship between IMG College and UConn structured in terms of shared revenues?

  • What the terms of this arrangement and both the school and brewery?

  • Why were these billboard locations chosen and who is paying for them?

  • How much money will this arrangement provide to the university and where will this money be accounted for?

  • Will any of this money be used for alcohol education?


What are you thoughts? Should UCONN be advertising Coors Light on billboards to the Huskies?


(photo via The Healy Strategy)

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