SOURCE: Miller Brewing Company

April 26, 2005 16:24 ET

Carolina Panthers Make It a Miller, Again

Team Agrees to Six-Year Partnership With Miller Brewing Company

CHARLOTTE, NC -- (MARKET WIRE) -- April 26, 2005 -- Miller Brewing Company today announced a new sponsorship agreement with the Carolina Panthers that will extend into 2010. The six-year deal will give the brewer marketing rights to the team in the malt beverage category within North Carolina and South Carolina.

The new agreement between Miller and the Panthers is an extension of the prior 10 year deal that commenced in the team's inaugural year, 1995. Miller was the first official corporate partner in team history.

"Our history with Miller has been long and very good," says President Mark Richardson. "It is an association that goes back to the beginning of the franchise and we are thrilled that it will now extend into the future. Any time you enter into a sponsorship agreement, you want something that is mutually beneficial and we are glad that Miller feels as good about the relationship as we do."

The relationship with the Panthers will span multiple marketing platforms allowing Miller to interact with legal drinking age consumers in a way that enhances their football experience. Included in the list of properties and promotions Miller will utilize is the Miller Lite Party Deck, where consumers will have the opportunity to win prizes through promotions, the Miller Lite Kick Off Party, held at the beginning of the season, and Miller Lite Weekend Warrior Flag Football held in the off-season. In addition, Miller will be showcasing Carolina Panthers Football during on-premise promotions, and on packaging, point-of-sale materials and in radio commercials in the Carolinas.

"This agreement makes sense on every level," says Jonathan Gibson, Senior Marketing Manager at Miller Brewing Company. "The Carolina Panthers is an organization that believes in delivering only highest quality product on the field and Miller delivers the highest quality products to our consumers."

About Miller Brewing Company

Milwaukee-based Miller Brewing Company is the oldest major brewer in America, celebrating its 150th anniversary in 2005. Miller is a wholly owned subsidiary of SABMiller plc, one of the world's largest brewers. Miller's principal beer brands are Miller Lite, Miller Genuine Draft and Miller High Life. The company imports Pilsner Urquell, Peroni Nastro Azzurro and Foster's and has craft brews Leinenkugel's and Henry Weinhard's. Its portfolio of brands also includes Milwaukee's Best and Sharp's, a non-alcohol brew. Miller produces Icehouse from the Plank Road Brewery, a small division of Miller; Olde English 800; and Mickey's Malt Liquor. More information about Miller Brewing Company is available at the company's corporate web site, www.MillerBrewing.com.

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