For the first time in more than 30 years, Molson Coors Beverage Co. plans to invest in official in-game advertising space during Super Bowl LVII.

The company’s decision to purchase national advertising space during the game comes following the end of a beer category exclusivity deal in place since 1989. That pact effectively prohibited Molson Coors and other beverage and brewing companies from buying official in-game spots.

With its commitment to invest in Super Bowl LVII, Molson Coors is the first major brewer to take advantage of end of exclusivity for 2023.

The game, which will be played Feb. 12 in Glendale, Ariz. and broadcast nationally on FOX, is among the most-watched live television events in the world, often ranking as one the highest-rated US programs of the year with some 100 million Americans tuning in. It’s also one of the most-anticipated advertising events of the year.

And for the last 33 years, the event has been largely dominated by Anheuser-Busch.

“After years of finding creative ways for our brands to gain share of voice during the game, we’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” says Molson Coors Chief Marketing Officer Michelle St. Jacques.