Mickey's Malt Beverage Steps Into the Octagon(TM) With the Ultimate Fighting Championship(R)

Exclusive Events Sponsorship Designates Mickey's as the Official Beer of

the UFC(R)

Aug 24, 2006, 01:00 ET from Miller Brewing Company

    MILWAUKEE, Aug. 24 /PRNewswire/ -- Mickey's Brewing Company today
 announced an alliance with the Ultimate Fighting Championship(R) (UFC(R))
 to become the official beer sponsor of the UFC, which includes exposure on
 UFC Pay-Per-View events and ufc.com.
     Highlights of the deal include:
     -- Mickey's branding of UFC Octagon(TM) floor and bumpers during pay-per-
        view events
     -- Exclusive category rights to use UFC marks on packaging, on premise and
        point of sale
     -- Access to fighter name and likeness, and appearances at promotional
        events and parties
     -- Mickey's signage featured during select live national television
        broadcasts on Spike TV
     "This deal with the Ultimate Fighting Championship gives our brand a
 strong association with a sport that appeals directly to our core
 consumers," said Dan Hennessy, brand manager for Mickey's. "Mixed martial
 arts is one of the fastest growing sports in the country, and we're
 thrilled to gain this high-impact exposure for Mickey's."
     The world's leading professional mixed martial arts organization, The
 Ultimate Fighting Championship offers a competitive, intense series of
 sporting events broadcast around the world.
     "We are pleased to have Mickey's as the official beer of the Ultimate
 Fighting Championship," said Dana White, UFC President. "We look forward to
 working with Mickey's and increasing exposure for its brand through the
 UFC, including our live events and our highly popular web site ufc.com."
     About Mickey's Brewing Company:
     Mickey's Brewing Company, a subsidiary of the Miller Brewing Company,
 brews Mickey's Fine Malt Liquor. In addition, Mickey's Brewing Company
 brews Mickey's Stinger, a caffeinated malt beverage available in
 California, Nevada and Arizona.
     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% of the U.S. beer market.
 Miller's flagship brand, Miller Lite, is the great tasting, less filling
 beer that defined the American light beer category in 1975. The company
 also brews smooth, golden rich Miller Genuine Draft using a unique
 cold-filtering process Miller introduced in 1985. Miller's oldest brew is
 Miller High Life, the champagne of beers. Miller imports Peroni Nastro
 Azzurro, Pilsner Urquell and Foster's, and brews regional craft beers
 Leinenkugel's and Henry Weinhard's. Near- premium beers include Milwaukee's
 Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a
 non-alcohol brew. Miller is a wholly owned subsidiary of SABMiller plc, the
 world's second largest brewer. For more information, visit
 http://www.MillerBrewing.com .
     About The Ultimate Fighting Championship:
     The Ultimate Fighting Championship(R) brand is the world's leading
 professional mixed martial arts organization and offers the premier series
 of MMA sports events. Owned and operated by Zuffa, LLC, and headquartered
 in Las Vegas, Nev., the UFC(R) organization produces approximately eight
 live pay- per-view events annually that are distributed through cable and
 satellite providers. In addition to its U.S. distribution, UFC fight
 programs are distributed throughout the world including broadcast on WOWOW,
 Inc. in Japan, Globosat in Brazil and Bravo in the United Kingdom. For more
 information, or current UFC fight news, visit http://www.ufc.com .
     Ultimate Fighting Championship(R), Ultimate Fighting(R), UFC(R), The
 Ultimate Fighter(R), Submission(R), As Real As It Gets(R), Zuffa(TM), The
 Octagon(TM) and the eight-sided competition mat and cage design are
 registered trademarks, trademarks, trade dress or service marks owned
 exclusively by Zuffa, LLC in the United States and other jurisdictions. All
 other marks referenced herein may be the property of Zuffa, LLC or other
 respective owners.
     For more information, contact:
     Tom Ryan                        Brian Flad
     Miller Brewing Company          Dig Communications
     414-931-3377                    312-577-1772
     ryan2.thomas@mbco.com           bflad@digcommunications.com

SOURCE Miller Brewing Company