Coors Light was not an official sponsor of the 2026 World Cup, but they still wanted to get in on the action. And with the larger tournament format, more goals were likely to be scored than ever before. Which means more celebrations. Which in turn, of course, means more beers.

And fortunately for Coors Light, the classic celebration whenever someone scores (“GOOOOOOOOAL”) coincidentally sounds a lot like “COOOOOOOOOOORS”

So, to get people drinking Coors Light during the tournament, we made sure that whenever someone scored a goal, they’d be thinking about one beer and one beer only.