Miller Lite Delivers Chivas Passion to Your Smartphone

Latin America - español

Partnership with Telemundo Gives Fans Unprecedented Access to Live Games

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Mar 21, 2012, 10:00 ET

CHICAGO, March 21, 2012 /PRNewswire/ -- Miller Lite, the exclusive beer sponsor of the Mexican soccer team Club Deportivo Guadalajara, widely known as Chivas, is bringing the action of the Clausura season directly to legal-drinking-age consumers through a partnership with Telemundo.

Fans will have exclusive access to live-streamed Chivas games via their smartphones. Miller Lite's partnership with Telemundo leverages the network's ability to broadcast live games on its mobile portal, making Chivas games more accessible to the team's followers nationwide. Chivas games are broadcast to smartphones during the Clausura season, including a match against Toluca taking place March 24, and the Clasicos matches against America April 7 and Atlas April 21. Miller Lite is the first beer brand to place ads on streaming Chivas games. Consumers can visit telemundo.com/deportes on their smartphone for more information.

"We strive to bring the passion of the herd together to enjoy great tasting Miller Lite while watching Chivas play," said Alberto Senior, Miller Lite Hispanic marketing manager. "However, if they can't get all their friends together for the game, we still want our fans and consumers to enjoy the live broadcast from anywhere they might be through their mobile phone, courtesy of Miller Lite."

The brand also will launch the Miller Lite Latino Facebook page later this spring, letting fans in the U.S. interact with and comment on their favorite beer and team, while also getting a chance to win great prizes.

Going even further in bringing fans closer to Chivas, Miller Lite will host Skype sessions with famous Chivas goalkeeper Luis Michel. Fans will be able to talk directly to him via Skype sessions that Miller Lite will host at select retail locations in cities such as Dallas and Houston. Fans can ask the soccer star questions about his team, the game and his life on and off the field.

Miller Lite became the official beer sponsor of Chivas, one of Mexico's most followed clubs in the Primera Division, in 2010 and will continue to be a proud supporter in the U.S. market.

About MillerCoors

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 the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company's premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, 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, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

SOURCE Miller Lite