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Packers, Miller Lite renew partnership

Posted Jul 17, 2012

New 10-Year deal extends partnership between Wisconsin icons


The Green Bay Packers and MillerCoors today announced a sponsorship renewal that will keep Miller Lite as the Official Beer of the Packers and Lambeau Field through the 2022 season. Financial terms of the category-exclusive deal were not released.

“The Packers and Miller Lite share a tradition that celebrates the excitement of football at Lambeau Field and all the places our fans watch Packers games,” said Packers President/CEO Mark Murphy. “We’re honored to continue our relationship with a company that has a great history in Wisconsin and has supported our organization through the decades.”

“The Green Bay Packers is one of the premier sports organizations in the world, with a fan base that’s as passionate and devoted as you’ll find anywhere,” said Andy England, MillerCoors chief marketing officer. “That’s why we’re so proud to continue our long history with the team and its loyal fans. For them, nothing defines ‘Miller Time’ better than getting together to cheer the Packers on to another title, and Miller Lite will be there to toast every great moment for years to come.”

The renewed Miller Lite alliance with the 13-time world champion Packers includes:

  • Rights to develop advertising, consumer promotions, retail POS, packaging and other marketing materials featuring the team/stadium name and marks.

  • Continued sponsorship of Lambeau Field’s main entrance, the Miller Lite Gate, along with additional branded signage throughout the stadium.

  • Two in-stadium destinations for legal-drinking-age fans in the newly renovated South End Zone, the new Miller Lite Club and the relocated Miller Lite End Zone Party Deck.

  • In-game category exclusivity on the Packers Radio Network.

  • The designations “Official Beer Sponsor of the Green Bay Packers” and “Official Beer Sponsor of Lambeau Field.”

About the Packers and MillerCoors

The Green Bay Packers and MillerCoors are two organizations which are prominent in Wisconsin’s history and culture. MillerCoors has been a sponsor of the Packers since the 1940s, and in 1950, Frederick C. Miller, Miller Brewing Company president, worked as a voluntary assistant on the Green Bay coaching staff. In addition, many Green Bay players, including Tobin Rote and Bob Forte, worked at Miller Brewing during their offseasons. Over the past 90-plus years, their closely interwoven histories have resulted in a rewarding partnership. Over the years, MillerCoors has sponsored many Packers items, including the popular schedule magnets.

About MillerCoors

Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

 
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