MillerCoors and the Milwaukee Brewers today announced a multi-year sponsorship renewal that will keep Miller Lite as the team’s exclusive beer sponsor. Financial details and length of the renewal, which is separate from the stadium naming-rights agreement, were not released.
The brewery’s dedication to professional baseball in Milwaukee goes back almost 60 years to 1953, when Frederick C. Miller – the great grandson of the brewery’s founder -- helped bring the Braves to the city. The partnership with the Brewers dates to 1970, the team’s first year in Milwaukee.
“The alliance with the Brewers is perfect for Miller Lite because you see Miller Time brought to life in so many ways with Brewers fans,” said Andy England, chief marketing officer at MillerCoors. “Whether it’s the crew gathered at the pre-game tailgate, celebrating a big play in Miller Park or toasting another victory at the bar, Brewers fans have a true passion for their team that’s a shared experience all season long.”
The highlight of the new deal is the creation of the new Miller Lite Party Deck, a 70-seat deck built above the Miller Park right field Loge Bleachers that will open at the start of the 2013 season.
The Party Deck will feature 1,400 square feet of entertaining space and will include a new fixed bar, buffet counter, flat panel televisions and two levels of seating. The area will be available for groups to reserve for Brewers home games, offering an all-inclusive food and beverage experience in addition to a unique and private setting for the game.
The renewed Miller Lite alliance with the Brewers also includes:
- Exclusive rights to develop advertising, consumer promotions, retail POS, packaging and other marketing materials featuring the team/stadium name and marks.
- Continuation of the popular Friday Night Beerpen and Miller Lite Tailgate Town Saturdays promotions.
- In-stadium signage, as well as an advertising presence during all TV and radio broadcasts of Brewers games.
MillerCoors will continue its fight against drunk driving by supporting the designated driver program at Miller Park, in partnership with the Brewers and Delaware North Company/Sport Service. Approximately 50,000 Brewers fans pledged to be designated drivers during the 2012 season. MillerCoors also will continue supporting TEAM Coalition training at Miller Park to support responsible sale of our beers by concessionaires and volunteers.
“The Milwaukee Brewers and MillerCoors partnership continues a relationship between two iconic heritage brands from our market,” said Brewers Chief Operating Officer Rick Schlesinger. “We have great appreciation for the support that MillerCoors has demonstrated to the Brewers over the years, and today’s announcement reaffirms that commitment. We look forward to the partnership’s new offerings, including the Miller Lite Party Deck, which will further enhance Miller Park as one of the best fan experiences in professional sports.”