Miller Lite Continues as Exclusive Beer Sponsor of Dallas Cowboys with Ground-Breaking 12-Year Deal Ultimate Light Beer To Help Team Usher In New Era, Deal Features Extensive

In-Stadium Activation



    MILWAUKEE, May 27 /PRNewswire/ -- Miller Brewing Company and the Dallas
 Cowboys today announced a historic 12-year extension to their long-standing
 partnership, securing Miller Lite's exclusive sponsorship rights with the
 club through the 2020 season. Financial terms of the deal were not
 disclosed.
 
     The highlights of the deal include beer category exclusivity with the
 team; TV, radio and print advertising through the team's media
 partnerships; the use of the Cowboys' team logo and other marks on
 packaging and point-of-sale; and in-stadium activation such as Miller
 Lite-branded clubs, plazas, consumer zones, beer gardens and VIP areas.
 Miller Lite will remain the only beer sponsor the Cowboys have ever had,
 and at the end of the deal will have enjoyed a 30-year partnership with the
 team.
 
     "The Dallas Cowboys are one of the premier organizations in all of
 sports, and they're on the verge of moving into an incredible new stadium,"
 said Tom Long, Miller's president and CEO. "We are thrilled to continue
 Miller Lite's long-standing partnership with the team and to be a part of
 the next great era in Cowboys football. Whether fans are in stores picking
 up a six-pack of the 'ultimate light beer,' in bars watching the game or in
 the stadium cheering on the team in person, Miller Lite will be there to
 make their Cowboys experience even better."
 
     Cowboys owner Jerry Jones said the new sponsorship deal with Miller and
 its Texas distributors further underscores the team's ability to attract
 top-tier sponsors.
 
     "Miller Brewing Company is one of the best sports marketers in the
 country, continually looking for innovative ways to connect with its
 consumers," said Jones. "As with all of our sponsors, our commitment is to
 do everything we can to help the folks at Miller achieve their objectives
 in making such a significant commitment to our team. And we look forward to
 Cowboys fans toasting multiple championships with a Miller Lite."
 
     Miller's sponsorship rights with the Cowboys cover the entire state of
 Texas, with the exception of the Houston area. The deal solidifies Miller
 Lite's relationship with the team at a period when the Cowboys are looking
 forward to some high-profile milestones: the 2008 closing of Texas Stadium;
 the 2009 opening of the new stadium; and the team's hosting of Super Bowl
 XLIV in February 2011.
 
     The new deal is highlighted by several prominent features in the new
 stadium, including:
 
 
-- The Miller Lite Champions Plaza, which will be one of the main entries to the stadium and will feature pre-game activities and extensive Miller Lite branding. -- A unique Miller Lite sign within the bowl of the stadium that will become a hallmark visual for fans in the stadium and watching on TV. -- A Miller Lite club on the event level of the stadium that the team will pass through as it enters the field before games, as well as two beer gardens on the concourses. -- A Miller Lite entertainment area on one of the end zone platforms, including VIP seating. Miller Lite has a comprehensive marketing plan to celebrate the final season in Texas Stadium this fall. Titled "You Could Take Home History," the program includes weekly giveaways of items such as game tickets, team merchandise and stadium collectibles; commemorative packaging; point-of-sale highlighting great moments in Texas Stadium history; and TV, radio, print, out-of-home and digital advertising. With the team rapidly increasing its popularity among Hispanic consumers -- the Cowboys are the most popular NFL team among Hispanic fans, according to a 2006 Miami Herald article -- Miller Lite also will leverage its sponsorship with this core consumer group. In 2008, Miller Lite's "Vive La Experiencia de Los Cowboys" program will give fans the chance to win game tickets and stadium merchandise. About Miller 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 U.S. beer sales. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that established the American light beer category in 1975. Miller's latest innovation is Miller Chill, a chelada-style beer brewed with lime and salt to provide a unique twist on refreshment. The company also brews Miller Genuine Draft, Miller High Life, Foster's, Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol brew. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Tyskie and offers the Sparks line of caffeinated alcohol beverages, as well as regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Miller is a wholly owned subsidiary of SABMiller plc, one of the world's leading brewers with a global footprint spread across six continents. For more information, visit http://www.MillerBrewing.com. About the Dallas Cowboys Headquartered in Irving, Texas, the Dallas Cowboys Football Club has won five Super Bowls, eight NFC crowns and 20 Division titles in 48 years of existence. The club has reached the playoffs 29 times in those 48 years and captured an NFL record 32 postseason wins. Entering his 20th season as the club's Owner and General Manager Jerry Jones has helped direct the team to Super Bowl victories following the 1992, 1993 and 1995 seasons. In doing so, Jones became the first owner in NFL history to guide his team to three league championships in his first seven years of ownership. In 1995, Dallas also became the first team in NFL history to win three Super Bowls in four seasons, while tying the NFL record for most Super Bowl victories by an organization with five. For more information about the company, visit the Dallas Cowboys at http://www.dallascowboys.com.

SOURCE Miller Brewing Company

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