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
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
"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
"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
-- 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.
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