Coors Light Offers Soccer Fans the "Pase de Primera"

USA - English

• Latin America - español

CHICAGO, April 6, 2011 /PRNewswire/ -- Coors Light, the official beer sponsor in the U.S. of Mexican soccer's Primera Division, is giving fans unprecedented access to one of the sport's most elite and passionately-followed leagues.

Soccer fans can enter a sweepstakes for a chance to win a trip to Mexico for the semifinals and finals of the 2011 Torneo Clausura (Closing Tournament), where they'll watch the game alongside Mexican soccer legend and sports commentator, Jorge Campos. They'll also have a chance to win framed, autographed memorabilia such as soccer balls, an assortment of Primera Division jerseys, goalie gloves and much more.

"The passion our consumers have for Mexico's Primera Division soccer is incredibly personal and intense," said Rick Gomez, vice president of marketing for the Coors Family of Brands. "We're both proud and excited to be the first American beer brand to offer this degree of insider access to soccer fans."

Through May 15, legal-drinking-age consumers can participate for a chance to win by visiting their favorite retailer and keeping an eye out for specially-marked Coors Light "Pase de Primera" (1st Class Pass) displays to enter. Promotional materials will feature program details, including entry rules, prizes and how to play without purchase. Consumers can visit CoorsLight.com/PaseDePrimera and enter the UPC code obtained from their Coors Light purchase for their chance to win.

For more information on how to enter the promotion, see Coors Light displays at retail locations or visit the "Pase de Primera" tab on the Coors Light Espanol Facebook page (www.facebook.com/CoorsLightEspanol).

Coors Light became the official beer sponsor of Mexico's Primera Division in 2010, making it the first U.S. beer brand outside of Mexico to sponsor the league that is intensely followed by soccer fans throughout the country.

About MillerCoors

MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico.  Built on a foundation of great beer brands and nearly 300 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 Rocky Mountain cold refreshment. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. Through MillerCoors new craft and import company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and features craft brews from the Jacob Leinenkugel Brewing 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, Wisconsin, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to create 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.

About the Federacion Mexicana de Futbol A.C. (FMF) and Primera Division

Headquartered in Mexico City, the Federacion Mexicana de Futbol (FMF) is the governing body of soccer in Mexico that oversees the Mexican National Team, Primera Division and its affiliated professional lower division and amateur sectors. The FMF, which is governed by CONCACAF, a member of FIFA, was established in 1927. The Primera Division has 18 clubs. Each season, the League holds two tournaments, Apertura during the fall and Clausura in spring. For more information please visit femexfut.org.mx.

SOURCE MillerCoors