Miller Lite Unveils Its 2009 Silver & Blue Debut; Fans Invited to Aug. 27 Open Practice at New Cowboys Stadium

Special Event Part of Miller Lite/Dallas Cowboys Sponsorship

Jul 30, 2009, 15:45 ET from Miller Lite

DALLAS, July 30 /PRNewswire/ -- Miller Lite today announced the date for the first Silver & Blue Debut at Cowboys Stadium. The August 27( )event will include an open-to-the-public Cowboys practice and give fans the opportunity to see the stadium, get alumni player autographs, watch the Dallas Cowboys Rhythm & Blue Dance Team Presented by Miller Lite and attend a concert in Miller Lite Plaza. The entire event is non-ticketed and open to fans of all ages, part of a season-long experiences and sweepstakes program from Miller Lite and the Dallas Cowboys.

The Miller Lite/Dallas Cowboys Sweepstakes will give legal-drinking-age Cowboys fans the opportunity to enter for the chance to win game tickets, unique memorabilia, and experiences such as:

  • A VIP Opening Day package for the home opener, which includes sideline passes.
  • A flag football game at Cowboys Stadium for the winner and 19 of his or her closest friends, hosted by a former Cowboys player.
  • Player-for-a-day and broadcaster-for-a-day prizes, which include sideline passes and an assortment of memorabilia.
  • A Cowboys golf package, in which the winner and two friends gets to play a round of golf with a former Cowboys player.
  • An ultimate home viewing party for an away Cowboys game.

Details of the program can be found on specially-marked packages of Miller Lite and at For details about the August 27 Silver & Blue Debut event, including the exact time, keep an eye on

"Our consumers know that life is all about enjoying the great moments, big and small," said Jeff Colbert, Southwest Region vice president for MillerCoors. "For beer drinkers, that moment comes when you enjoy the great taste of Miller Lite. And for Cowboys fans, those great moments are about the team's performance on the field and his or her encounters with the team off the field. This season, Miller Lite will give Cowboys fans the chance to win some truly great moments."

As part of the sponsorship deal with the Dallas Cowboys, Miller Lite is introducing new promotional packaging, partnering in responsibility programming at the stadium, and opening numerous activation points at the stadium, including Miller Lite Plaza, Miller Lite Landing, Club Lite and the Miller Lite Club. Miller Lite recently extended its sponsorship deal with the Cowboys to 2020 in the largest sponsorship deal ever for an individual U.S. team outside of naming rights.

"Having a sponsorship partner such as Miller Lite is special to the Cowboys," said Jerry Jones Jr., Chief Marketing Officer for the Cowboys. "They understand what it means to activate around a sponsorship and engage fans in a meaningful way. Our organization truly appreciates working with sponsors who are willing to go the extra mile in engaging their consumers."

Additional details on the Silver & Blue Debut times and events will be released in the near future.

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. 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 Miller Lite