Gameday Just Got Better as Miller Lite Unveils High-Impact Pro Football Partnerships

New Deals with ESPN and Five NFL Teams Reinforce Brewer's Long-Standing

Commitment to Pro Football and Its Fans

Aug 22, 2007, 01:00 ET from Miller Brewing Company

    MILWAUKEE, Aug. 22 /PRNewswire/ -- Miller Brewing Company announced
 today that it has signed national and local sponsorship deals that will
 play key roles in Miller Lite's 2007 football promotion. Nationally, the
 brewer will team with ESPN for a powerful, season-long venture that will be
 activated through an integrated marketing program. At a local level,
 alliances with the Atlanta Falcons, Baltimore Ravens, Cincinnati Bengals,
 Kansas City Chiefs and Minnesota Vikings provide Miller with the
 opportunity to connect even more closely with football fans in these
     Miller Lite, the Milwaukee brewer's best-selling brand and the only
 light beer to win four gold medals in the bi-annual World Beer Cup's
 American-style Light Lager category, will be the primary brand featured in
 each of these alliances. Miller Lite's 2007 football program, "Beer That's
 Made to Be Great Makes Gameday Better," kicked off earlier this month.
     The national deal with ESPN encompasses all of the various ESPN assets,
 including presenting sponsorship of the 6 p.m. (Eastern) SportsCenter
 Monday Kickoff; a Tuesday "Good Call, Bad Call" feature on SportsCenter;
 features during ESPN Radio's "Mike and Mike in the Morning"; the presenting
 sponsorship of Pigskin Pick 'em on; sponsorship of the 2 Minute
 Drill in the Friday 1 a.m. (Eastern) SportsCenter; and presence throughout
 NFL-related programming on the ESPN television networks, including ESPN
     ESPN logos will be featured on Miller Lite's fall point-of-sale and
 merchandising materials, as well as special promotional packaging.
 Twelve-pack Fridge Packs and special 24-ounce cans will call out the ESPN
     "Fall is one of the most competitive times of the year in our
 business," said Jackie Woodward, Miller's vice president of media and
 marketing services, "and this fully integrated alliance with ESPN gives us
 all the tools we need to ensure that Miller Lite stands apart from the
 competition, from the first pre-season game until the final whistle of the
 big game in February. Miller Lite will be prominent across the ESPN
 properties when football fans are most focused on the games, from Friday
 morning until Monday night."
     Ed Erhardt, president of ESPN customer marketing and sales, added: "We
 value our relationship with leading brands like Miller Lite. Teaming up to
 create such a fully integrated marketing program exemplifies how to best
 utilize the ESPN portfolio as a marketing vehicle to boost brand affinity
 with sports fans."
     Miller will build on its ESPN football foundation with team alliances
 in several key markets. The company recently inked local sponsorships with
 five teams. Each of these deals is a renewal for Miller; details on each
 sponsorship include:
     -- Atlanta Falcons -- Through a five-year deal, Miller will have rights to
        use the team's marks in promotional programs, including retail point of
        sale materials.  Miller has been an official sponsor of the Falcons
        since 2002.  Additionally, through a deal with the Georgia Dome, Miller
        will be the exclusive domestic malt beverage sponsor in the stadium,
        where the company will create a new Miller Lite ATL Lounge.  Able to
        accommodate up to 80 people, the Miller Lite ATL Lounge will be used
        for local radio and retail promotions.
     -- Baltimore Ravens -- The highlight of Miller's new five-year partnership
        with the Ravens will be the creation of two Miller Lite Flight Decks at
        M&T Bank Stadium.  The two 50-person capacity Miller Lite Flight Decks
        will be the centerpiece of Miller's local promotional efforts.  Miller
        Lite also will continue as sponsor of the popular Countdown to Kickoff
        Party, which culminates in a season kick-off celebration at the
        stadium.  Miller has been an official sponsor of the Ravens since 2002.
     -- Cincinnati Bengals -- A four-year alliance provides Miller with the
        ability to use the team's name and logo in promotional activities
        throughout southwestern Ohio.  Miller has been an official sponsor of
        the Bengals since 2002.  The deal includes a new 115-person-capacity
        Miller Lite Party Deck designed to give winning fans a chance to see
        the game and socialize with their friends from this special vantage
        point in the stadium.  The deal also includes an expanded presence on
        the Bengals web site, sponsorship of the Miller Lite Fantasy Draft and
        sponsorship of the Miller Lite/Bengals Caravan.
     -- Kansas City Chiefs -- This two-year deal gives Miller full promotional
        rights in the local market, as well as a number of assets that will
        allow Miller Lite to connect with the fiercely loyal Kansas City Chiefs
        fans.  These assets include season tickets, flyaway trips to Chiefs'
        road games and custom digital and radio-driven promotions.  Miller has
        been an official sponsor of the Chiefs since 1993.
     -- Minnesota Vikings -- A new five-year agreement keeps Miller Lite as the
        exclusive beer sponsor of the Vikings, a status it has enjoyed since
        2002.  Through its prominent presence across all Vikings events and
        extensive local promotional activities during the season, Miller Lite
        is established as one of the franchise's most valued corporate
        partners.  The deal includes sponsorship of the Miller Lite Party on
        the Plaza and the Miller Lite Draft Day Party, as well as the creation
        of a new Miller Lite End Zone Party Deck in the stadium.
     "Developing strong partnerships with teams in key Miller Lite markets
 is an important aspect of our strategy for building a fall marketing
 program that is especially compelling to football fans around the country,"
 said Woodward. "Whether it's in the stadium on game day or at the bar
 during the week leading up to the game, we'll activate these alliances in
 ways that make the football experience even better for legal-drinking-age
 football fans."
     Other teams that Miller partners with are the Carolina Panthers,
 Chicago Bears, Dallas Cowboys, Green Bay Packers, Philadelphia Eagles and
 Tampa Bay Buccaneers.
     Miller, one of the largest corporate sports sponsors in the country,
 focuses on building alliances that enable the brewer to assert a leadership
 role with the property while connecting to a specific brand's marketing
 objectives. Woodward said deals such as these give Miller the chance to
 provide memorable and valuable experiences that positively impact the way
 fans view Miller brands.
     About Miller Brewing Company
     As one of America's oldest brewers, Miller Brewing Company continues
 the commitment of founder Frederick J. Miller to brew "confoundedly good
 beers" with "uncompromising quality." Through more than 150 years of
 innovation and brewing excellence, Miller has built a broad portfolio of
 award-winning beers that capture approximately 18 percent of the U.S. beer
 market. In the past decade, Miller beers have won 105 medals -- more than
 twice as many as its major competitors -- at the biannual World Beer Cup
 and annual Great American Beer Fest. An unprecedented four-time gold award
 winner at the World Beer Cup, Miller Lite is the great tasting, less
 filling beer that has defined the American light lager category since 1975.
 Miller's latest innovation, Miller Chill, is a chelada-style beer brewed
 with lime and salt, providing a unique twist on refreshment. Miller also
 brews smooth, golden rich Miller Genuine Draft using a unique
 cold-filtering process introduced in 1985. The company's oldest brew is
 Miller High Life, the champagne of beers. Miller imports Peroni Nastro
 Azzurro, Pilsner Urquell, Tyskie and Foster's, and it offers regional craft
 brews from the Jacob Leinenkugel Brewing Company and the Blitz- Weinhard
 Brewing Company. Near-premium beers include Milwaukee's Best Light, Steel
 Reserve, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a
 non-alcohol brew. Miller also offers the Sparks line of caffeinated alcohol
 beverages. Miller is a wholly owned subsidiary of SABMiller plc, one of the
 world's leading brewers with a global footprint spread across five
 continents. For more information, visit

SOURCE Miller Brewing Company