On Oct. 11, a local podcast called Fire and Ice helped L&F Distributors of El Paso announce Orange Pride, also known as the #BreakTheChains campaign at eight bars around El Paso. The concept is once “the local university team wins a football game” the chains will be unlocked.
The “local university team” they are referring to is the UTEP Miners football team, whose current losing streak is at 19-games. L&F had to market their campaign that way because Coors Light is the official beer sponsor of the UTEP football team.
“We saw the excitement and energy it brought to Cleveland when Bud Light did it with the Browns, we just thought the same could be done for El Paso,” L&F Distributors said in a statement.