Beverages

Brewers Gear Up for Football Season

Coors, Miller, A-B roll out promotions, expand sports sponsorships

GOLDEN, Colo. -- Coors Light, the official beer sponsor of the National Football League (NFL) is adding four new teams to its sponsorship roster. And once again, it is giving NFL fans the chance to win regular season tickets and other NFL-related prizes.

Coors is announcing new partnerships with the New York Giants and the Tennessee Titans and broadening its relationship with the New York Jets and Pittsburgh Steelers, beginning with the 2007-2008 season. Each new relationship provides Coors with multiple marketing opportunities, including the right to [image-nocss] use the team name and logo in advertising, promotional activities and packaging as well as media placements during radio broadcasts of games.

Coors Light is extending its deals with the New England Patriots and Oakland Raiders and is also a sponsor of the Denver Broncos, New Orleans Saints and San Diego Chargers.

Also, Coors Light is bringing back its Silver Ticket program. Through October 31, NFL fans can win NFL tickets, NFL experiences, including a trip to the NFL Draft and thousands of other NFL prizes by getting their Silver Ticket Entry in packages of Coors Light and Coors and entering the official entry code online at www.coorslight.com. Official Entry Codes are available at participating retail stores in specially marked can and bottle packages, on pint sleeves at participating bars and restaurants or online.

Separately, Milwaukee-based Miller Brewing Co. has signed national and local sponsorship deals that will play key roles in Miller Lite's 2007 football promotion. Nationally, the brewer will team with ESPN for a season-long venture that will be activated through an integrated marketing program. At a local level, alliances with the Atlanta Falcons, Baltimore Ravens, Cincinnati Bengals, Kansas City Chiefs and Minnesota Vikings provide Miller with the opportunity to connect with football fans in these markets.

Miller Lite will be the primary brand featured in each of these alliances. Miller Lite's 2007 football program, Beer That's Made to Be Great Makes Gameday Better, kicked off earlier this month.

The national deal with ESPN encompasses all of the various ESPN assets, including presenting sponsorship of the SportsCenter Monday Kickoff; a Tuesday Good Call, Bad Call feature on SportsCenter; features during ESPN Radio's Mike & Mike in the Morning; the presenting sponsorship of Pigskin Pick 'em on ESPN.com; sponsorship of the 2 Minute Drill in the Friday SportsCenter; and presence throughout NFL-related programming on the ESPN TV networks, including ESPN Deportes.

ESPN logos will be featured on Miller Lite's fall point-of-sale (POS) and merchandising materials, as well as special promotional packaging; 12-pack fridge packs and special 24-oz. cans will call out the ESPN association.

Miller will build on its ESPN football foundation with team alliances in several key markets. The company recently renewed local sponsorships with five teams:

Atlanta Falcons. Through a five-year deal, Miller will have rights to use the team's marks in promotional programs, including retail POS materials. Miller has been an official sponsor of the Falcons since 2002. Also, through a deal with the Georgia Dome, Miller will be the exclusive domestic malt beverage sponsor in the stadium, where the company will create a new Miller Lite ATL Lounge. Baltimore Ravens. The highlight of Miller's new five-year partnership with the Ravens will be the creation of two 50-person Miller Lite Flight Decks at M&T Bank Stadium. Miller Lite also will continue as sponsor of the Countdown to Kickoff Party, which culminates in a season kickoff celebration at the stadium. Miller has been an official sponsor of the Ravens since 2002. Cincinnati Bengals. A four-year alliance provides Miller with the ability to use the team's name and logo in promotional activities throughout southwestern Ohio. Miller has been an official sponsor of the Bengals since 2002. The deal includes a new 115-person-capacity Miller Lite Party Deck. The deal also includes an expanded presence on the Bengals website, sponsorship of the Miller Lite Fantasy Draft and sponsorship of the Miller Lite/Bengals Caravan. Kansas City Chiefs. This two-year deal gives Miller full promotional rights in the local market, as well as a number of assets, including season tickets, flyaway trips to Chiefs' road games and custom digital and radio-driven promotions. Miller has been an official sponsor of the Chiefs since 1993. Minnesota Vikings. A new five-year agreement keeps Miller Lite as the exclusive beer sponsor of the Vikings, a status it has enjoyed since 2002. The deal includes sponsorship of the Miller Lite Party on the Plaza and the Miller Lite Draft Day Party, as well as the creation of a new Miller Lite End Zone Party Deck in the stadium.

Other teams that Miller partners with are the Carolina Panthers, Chicago Bears, Dallas Cowboys, Green Bay Packers, Philadelphia Eagles and Tampa Bay Buccaneers.

Miller Lite is also giving fans the opportunity to bid this season to have popular former football players come to their house for gameday. The players will provide food, refreshment and great stories about their careers. All proceeds from winning bids will go to The V Foundation for Cancer Research.

Through a series of week-long eBay auctions (www.ebay.com/millerlite), consumers can bid on former players such as Tony Dorsett, Joe Theismann and Jim McMahon. A pair of former players will show up at the winning bidder's home to watch the game, talk football and simply take the winner's gameday experience up a notch. The players will bring all the food and refreshments.

Additionally, all auction winners will receive round-trip airfare for two people to Las Vegas for the annual Miller Lite Super Party in February 2008. The trip to Vegas includes three-nights of hotel accommodations at Bally's Hotel and Casino on the heart of the Las Vegas Strip, as well as a $250 Miller Lite debit card.

Each auction will last seven days, closing on the Wednesday immediately preceding the highlighted game.

And separately, Anheuser-Bush Inc. and the Buffalo Bills have announced a renewed partnership with the company's flagship Budweiser and Bud Light brands to remain the Official Beer of the Buffalo Bills.

The Bills and Anheuser-Busch will partner on a number of interactive programs. Through various promotional initiatives in conjunction with area convenience store retailers such as Wilson Farms, Nice N Easy and Hess, the Bills and Budweiser will give fans opportunities to watch a Bills game from a Ralph Wilson Stadium luxury suite, host a private pre-game party in the Bud Light Tailgate area or watch pregame warmups on the stadium sidelines.

At each Bills home game in 2007, Bud Light will host free, pep rally-style tailgate parties that will include live band performances, live radio or TV pre-game remotes, special guest appearances by former players, radio personalities and appearances from the Budweiser Clydesdales. Also, Bud Light will continue to host the team's official Draft Day Party at Ralph Wilson Stadium.

Budweiser will enhance its signage presence in Ralph Wilson Stadium with a 218-foot tri-vision signone of the largest in-stadium signs in the country. The beers will also have a presence on the stadium's new LED ribbonboards that will be unveiled at the beginning of the 2007 season, and will distribute 50,000 pocket schedules through area retailers.

Anheuser-Busch has been a sponsor of the Bills since 1999. Budweiser and Bud Light are an official beer of 28 NFL teams and have made a long-term commitment to the sport's national broadcasts. Budweiser and Bud Light will continue to enjoy a significant presence on NFL broadcasts on CBS, NBC, ESPN and FOX during the 2007-2008 season, and, most notably, will maintain its exclusive advertising presence on Super Bowl broadcasts through 2012. For its 28 sponsored teams, Anheuser-Busch also produced 64 combinations of cartons carrying NFL team-specific designs on 11 million cases of Budweiser and Bud Light.

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