Miller Lite Named the Official Beer of Major League Baseball in Canada

Five-Year Partnership to Launch with Nationwide Activation this June

TORONTO, June 3, 2015 /CNW/ - Miller Lite is proud to announce a multi-year partnership deal to become the official beer of Major League Baseball in Canada.

"We are excited about our new relationship with Major League Baseball and to be able to engage with baseball fans through our shared passion for the sport," says Keith Fawcett, Director of Marketing for Miller Lite. "Just like baseball, Miller Lite has an all-American origin and a rich heritage. We believe that a sport like baseball represents a perfect occasion to enjoy light beer – whether you're at the game, cheering on your favourite team at a bar, or watching or listing to the game at home."

The sponsorship takes effect immediately and will 'officially' launch with promotional activity leading up to the 2015 All-Star game in Cincinnati.  "We are thrilled to add Miller Lite to the Major League Baseball family in Canada," said Dominick Balsamo, Vice President of International Broadcasting and Sponsorship, Major League Baseball. "We look forward to sharing this great beer with the passionate baseball fans across the country, and to executing compelling new initiatives with SAB Miller to showcase our partnership."

Miller Lite joins other industry-leading brands, including Copa Airlines, Frito Lay, Gatorade, Gillette and Pepsi, as Major League Baseball sponsors in Canada. 

Classified as an American Light lager, Miller Lite has 4% ABV and 89 calories per 355 ml can. The beer is brewed with the choicest hops for 21 days to deliver the perfect balance of lightness and taste. This award-winning light beer was the 2014 Gold Medal winner for taste 'American-style Lager or Light Lager' at the Great American Beer Festival.

Miller Lite is imported from the U.S. and is priced at the same level as other mainstream light beer brands.  It is now available at beer and liquor stores across Canada (excluding Quebec).

About SABMiller Canada
SABMiller Canada is a subsidiary of the second largest brewer globally SABMiller plc. We are a FTSE-20 company, with shares trading on the London Stock Exchange, and we have a secondary listing on the Johannesburg stock exchange. We operate in more than 80 countries with around 70,000 employees.  The group's brand portfolio includes leading local brands such as Aguila (Colombia), Castle (South Africa), Miller Lite (USA), Snow (China), Victoria Bitter (Australia) and Tyskie (Poland) as well as global brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch. Every minute of every day, more than 140,000 bottles of SABMiller beer are sold. 

About Major League Baseball
Major League Baseball (MLB) is the oldest professional sports league in the United States and consists of 30 member clubs in the U.S. and Canada, representing the highest level of professional baseball. MLB is the best-attended sport in North America, and the last decade includes all 10 of the best-attended seasons in MLB history, with each regular season eclipsing the 73 million mark. Now led by Commissioner Robert D. Manfred, Jr., MLB currently features record levels of labor peace, competitive balance and industry revenues, as well as the most comprehensive drug-testing program in American professional sports. MLB remains committed to making an impact in the communities of the U.S., Canada and throughout the world, perpetuating the sport's larger role in society and permeating every facet of baseball's business, marketing and community relations endeavors. MLB is supported in its mission through presences in Beijing, London, New York, Santo Domingo, Sydney and Tokyo.  With games broadcast in more than 200 countries and in 20 languages, and a robust roster of marketing partners and licensees across the world, MLB has become a truly global game.  For more information on Major League Baseball, visit www.mlb.com.

SOURCE SABMiller Canada