ESPN’s Chris Fowler may find himself in an unusual position when he’s in the middle of calling one of the college football games slated for broadcast on ABC or ESPN. He may look up at a monitor during a commercial break and see himself talking to millions of viewers — even though the network is showing nothing but ads.

That’s because Fowler, well known to sports fans thanks to years of calling ABC’s Saturday-night college football games and hosting ESPN’s long-running “College GameDay,” is an integral part of a new ad campaign from Heineken’s Dos Equis that seeks to make the beer a critical part of the game experience. In addition to commercials that feature Fowler acting as a coach, Dos Equis has been running a sweepstakes that could reward contestants when teams “go for dos” and attempt a two-point conversion.

“We have been seeing...