Miller Lite Takes Soccer Fans to the Stands at 2011 Gold Cup

Partnership with CONCACAF Allows Fans to Choose Greatness

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Jun 02, 2011, 08:00 ET

CHICAGO, June 2, 2011 /PRNewswire/ -- Miller Lite, the exclusive beer sponsor of the 2011 CONCACAF (Confederation of North, Central American, and Caribbean Association Football) Gold Cup, is bringing soccer fans closer to the tournament action this summer.

This summer's Miller Lite Taste Points promotion gives legal-drinking-age fans a chance to win an assortment of soccer-related prizes, including a VIP trip for four to the Gold Cup Final game. Consumers must text an official code found on specially marked packages and their date of birth to 80153 in order to receive their Taste Points. They then combine their Taste Points with friends to enter for a chance to win prizes. Fans also will be eligible for discounts of up to 20 percent off of Gold Cup tickets through in-store promotions featuring mail-in rebates in certain markets.

"We're thrilled to be able to offer soccer fans unprecedented access to the Gold Cup," said Al Patel, senior director of multicultural marketing at MillerCoors. "We encourage beer drinkers to 'Taste Greatness' and that's exactly what we're helping them do through our continued support of this great tournament. Only Miller Lite gives you the chance to win a Gold Cup experience that will make you the envy of all your friends."

Miller Lite's involvement with the Gold Cup will be apparent both on and off the field. In addition to signage and announcements throughout the stadium, Miller Lite will also present the "Miller Lite Man of the Match" to the top player in each game as selected by the media, as well as the "Miller Lite MVP" to the player voted the best in the tournament. The brand will be on site at games recruiting fans to sign up to be a designated driver, furthering the MillerCoors campaign to recruit one million fans to pledge to drink responsibly and always designate a driver or take a taxi when necessary. Off the field, the Gold Cup will be featured prominently in advertising, on packaging and on point-of-sale materials. The brand will create limited-edition commemorative cans and a related television spot to celebrate its role in the tournament.

The high-stakes tournament concludes with a championship game at the Rose Bowl in Pasadena, Calif., with the winning team earning a berth in the 2013 FIFA Confederations Cup as its regional representative. Gold Cup games will be played June 5 through June 25, 2011.

"Miller Lite's partnership has proven to be a foundation for a fruitful and long-term relationship. We are looking forward to them bringing their fans into the action this season and experience the Gold Cup first hand," said CONCACAF Deputy Secretary General Italo Zanzi.

Over the years Miller Lite has partnered with the Gold Cup in 2005, 2007 and 2009 further establishing the brand's expanding presence and commitment to soccer. Miller Lite is also the official U.S. beer sponsor of the Chivas de Guadalajara, the premier team in Mexico's Primera Division.

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. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports PeroniNastroAzzurro, Pilsner Urquell, Grolsch 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, WI 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 America's best beer company 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