Coors Light Bringing Madden NFL 11 to Bars Across the Country

Promotion with EA SPORTS Includes Sweepstakes, Special Events in Select Markets

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Aug 31, 2010, 12:00 ET

CHICAGO, Aug. 31 /PRNewswire/ -- It's time to take those Madden NFL video game skills you've honed with your buddies and put them on display for all to see.

Thanks to a promotion with EA SPORTS™, a label of Electronic Arts Inc. (Nasdaq: ERTS), "The World's Most Refreshing Beer" is giving legal-drinking-age consumers the opportunity to showcase their video game talents in bars and restaurants across the country this fall. In addition to the national promotion, each market will plan a series of promotions in local accounts that will enable consumers to challenge each other on the spot at Madden NFL 11. And in select markets, people will have the chance to compete in tournaments for the right to play Madden NFL 11 against a local NFL alumnus.

The national promotion also features a sweepstakes, which kicks off September 1 and continues through December 31. One grand prize winner could have his likeness featured in an upcoming Madden NFL game. Additional prizes include tickets to Madden Bowl XVII party in Dallas on February 3, 2011, during Super Bowl week, as well as copies of Madden NFL 11 and discounts on select EA SPORTS merchandise.

"Coors Light consumers are passionate about football in all forms, whether they're cheering on their favorite team on Sunday or facing off against friends in Madden NFL 11," said Rick Gomez, vice president of marketing for the Coors Family of Brands. "As cool as it is to whip your buddies in Madden NFL 11, imagine how much better it would be to do it in front of a bar full of people, or next year with 'video you' there to help your team march to victory."

"EA SPORTS continues to bring Madden to the People in new and creative ways," said Christopher Erb, senior director of partnership marketing for EA SPORTS. "This promotion with Coors Light gives fans not only a way to play Madden NFL, but to become part of it."

To participate in the national sweepstakes, consumers can text codes found on Coors Light and Coors Banquet point-of-sale materials in on-premise retail accounts such as bars and restaurants or enter online. Full details on the text-to-win sweepstakes can be found at CoorsLight.com/madden.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA Mobile™ and POGO™. In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.

About EA SPORTS

EA SPORTS™ is one of the leading sports entertainment brands in the world, with top-selling videogame franchises, award-winning interactive technology, global videogame competitions and breakthrough digital experiences. EA SPORTS delivers personal access to the emotion of sports through industry-leading sports simulation videogames, including Madden NFL football, FIFA Soccer, NHL® hockey, NBA ELITE basketball, NCAA® Football, Fight Night boxing and Tiger Woods PGA TOUR® golf, and EA SPORTS Active.

For more information about EA SPORTS, including news, video, blogs, forums and game apps, please visit www.easports.com to connect, share and compete.

EA, EA SPORTS, EA SPORTS Active, EA Mobile and POGO are trademarks of Electronic Arts Inc. John Madden, NFL, NHL, NBA, NCAA, Tiger Woods and PGA TOUR are trademarks of their respective owners and used with permission.

About MillerCoors

Built on a foundation of great beer brands and more than 288 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 America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel 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, Wis., and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

SOURCE Coors Light