In a deal that allows it to put “more pigskin” in the game, Molson Coors Canada’s Coors Light brand has partnered with Yahoo Canada on a new cross-platform fantasy league initiative for the 2014 NFL season.

The multi-faceted partnership includes premium display ads, native advertising, homepage takeovers, brand integration and search. “It’s quite a large package with a number of products that work together to meet the brand objectives,” said Claude Galipeau, country manager for Yahoo Canada.

The objective of the campaign is to engage male beer drinkers, and allow Coors to own that channel within Yahoo’s suite of products, said Galipeau.

“This campaign is part of our strategy to sell solutions to advertisers and use our data to reach and engage consumers,” he said.

The Coors Light campaign includes a full-page takeover ad on Yahoo’s sports homepage on Sundays and Mondays and 100% share of voice for Coors on the fantasy homepage. This is being complemented by premium placements on both the Yahoo Sports and Yahoo NFL homepage.

In addition, using Yahoo’s “Smart Ads,” fantasy football participants are able to challenge fellow fantasy participants and “wager” a six-pack of Coors Light through the ad units.

“All these things are about [helping Coors reach] a broad segment of sports enthusiasts and fantasy sports enthusiasts,” said Galipeau. “It effectively allows us to further engage the user.”

Yahoo boasts more than 16 million unique users per month, according to comScore, with Galipeau noting it is “routinely” the country’s most visited sports destination and a leading destination for fantasy sports content.

“We’re selling solutions for advertisers to reach desirable audiences,” he said. “Because we’re such a large site and have such healthy traffic we’re able to offer a significant number of segments that advertisers want.”

While Yahoo didn’t share campaign metrics, Galipeau called the initiative a “very strong proposition” for the Coors Light brand. “It was planned to reach sports enthusiasts, engage fantasy football players and deepen their engagement, and from that perspective it’s been enormously successful,” he said. The campaign runs through early January.