FanaticosDelFrio.com to Revolutionize the Way Fans Experience Mexican Soccer League.

Coors Light, the official U.S. beer sponsor of Mexico’s Primera Division, is giving fans unprecedented access to one of the sport’s most elite and passionately-followed soccer leagues via “Fanaticos del Frio(TM),” an in-depth and interactive online soccer experience. Legal-drinking-age soccer fans can head to www.FanaticosDelFrio.com and be treated to exclusive to FMF’s Primera Division access, as well as find scores, stats, plays and articles.

The new website features a variety of content that brings a new level of interactive excitement to the actual game-viewing experience and also enables fans to follow their favorite teams and players more closely in between games. At the heart of “Fanaticos del Frio” is Ms. CoolCast, the online host of the Primera Division games. Click on the CoolCast section of the site during select live games, choose your team, and Ms. CoolCast joins you on screen to cheer on your team throughout the game.

“Ms. CoolCast will celebrate your team’s goals, talk smack to the referee when he makes bad calls, and call out players pretending to be hurt during fouls,” said Cris Rivera, Hispanic marketing manager for Coors Light. “She watches the game with you and if you’re feeling like your team is not performing as they should, she will do her best to make you feel better.”

The CoolCast section gives consumers the option of activating their computer’s camera to take photos of how they celebrate their game-watching experience. Those photos can then be shared during a broadcast of a future game. This section also displays a scrolling Twitter feed where fans can see what others are saying about the game and even join in on the conversation. Fans who visit the site will have the opportunity to discuss the game in real-time and see how the rest of the country feels about the action on the field.

“We set out to revolutionize the way our U.S. consumers watch Mexican soccer,” said Rivera. “Fanaticos del Frio will enhance the Primera Division games our fans already follow, but now in an exciting and interactive way from their laptop. The site is sure to become the soccer aficionado’s one-stop-shop to live the sport they love.”

Soccer is an easy game to follow but impossible to predict. That’s why those fans with the skill to most accurately predict each week’s outcomes will be rewarded as the most diehard fans in the “11 Ideal” section. Those fans are chosen based on their ability to predict the outcomes of each week’s games on the online soccer pool. Their photos and profiles will be highlighted on the site for all fans to see.

The fans are just as important to the game of soccer as are the players, and for that reason “Fanaticos del Frio” has created the Fanzone. Because every team relies on its loyal fans to serve as their twelfth player on the field, the section enables visitors to register themselves and their location to show other fans on the site what team they support. Fans can share photos and see where other fans of their favorite team reside. After registering, fans can share the news to their social media profiles to encourage others to register on the Fanzone and create a virtual supporters group throughout the country for their favorite team. The city that houses the most fans for a particular team will be honored on the site by making the Weekly Top list, along with painting the map with that team’s colors.

Users of “Fanaticos del Frio” will also be treated to the top news of the season. By clicking on the section for the current season, they can see the top news of the week, read exclusive content and read all about Coors Light’s top player of the week, “El Mas Coors Light.” Coors Light is teaming up with Univision, the official media partner, to ensure the brand provides truly exclusive content and the most up to date information on all that revolves around the Primera Division at a glance.

“Fanaticos del Frio” visitors also will get access to all Primera Division promotions from Coors Light with opportunities to win great soccer-related prizes.

Furthering the tie to the U.S. Latino soccer community, Coors Light will debut specially-marked promotional packaging and point-of-sale materials that will offer consumers the opportunity to win soccer-related prizes. Prizes include tickets to the Primera Division final of the 2012 Clausura Season, as well as framed autographed jerseys, branded soccer balls, soccer ball-shaped grills and more.

Consumers can enter the sweepstakes by visiting www.FanaticosDelFrio.com/PaseDePrimera or by texting the official UPC/entry code found on specially marked packages to 4COLD (42653). The sweepstakes ends November 28, 2011.

Coors Light became the official beer sponsor of Mexico’s Primera Division in 2010, making it the first non-Mexican beer brand to sponsor the intensely-followed league.

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