SOURCE: MillerCoors


September 16, 2010 12:00 ET

Coors Light Sponsoring Mexico's Primera Division

Brand Building on Enthusiasm for the Hemisphere's Premier Soccer League, Becomes First Brand to Partner With FMF in U.S.

CHICAGO, IL--(Marketwire - September 16, 2010) -  Coors Light, the World's Most Refreshing Beer, announced today it is the exclusive beer sponsor of Mexico's Primera División, the elite level of Mexican Fútbol.

In a year of unprecedented enthusiasm for the sport, Coors Light is partnering with the Mexican Football Federation (FMF) to share in Mexican soccer aficionados' passion for their club teams. Coors Light also will launch the "Tú Ventana a la Liga" blog, where Mexican great Jorge Campos will cover the league with expert insight.

"Soccer is the sport of choice for the Latino community, and represents an important passion point to connect with this valuable consumer," said Rick Gomez, vice president of marketing for the Coors Family of Brands. "This deal with the Primera División will allow us to continue strengthening the growing relationship with one of Coors Light's most important audiences, legal-drinking-age Latino consumers."

Television, radio, online and out-of-home advertising debuted with the start of the 2010 Torneo Clausura (Winter Tournament) and national promotions such as viewing parties will be part of the sponsorship activation.

"We are very excited about having Coors Light as the exclusive beer sponsor of Primera División in the United States," said Justino Compean, Mexican Football Federation president. "We know the passion for the Mexican Soccer League continues to be strong in the U.S. and having a great partner like Coors Light implement the first U.S.-based partnership will do nothing but continue building the popularity of our brand."

Campos, former Mexican National Team goalkeeper and assistant coach, will share his insight of the game and Primera División throughout the season, providing fútbol aficionados a unique perspective about players, teams, strategy and much more. One of the most eccentric, versatile and popular Mexican players of all time and a true Mexican soccer legend, Campos played for Primera División teams Cruz Azul, Pumas and Tigres, and was a member of Mexico's 1994 and 1998 World Cup squads. He was the first Mexican League star to play in the MLS, for the Los Angeles Galaxy and Chicago Fire.

Along with category exclusivity, Coors Light's partnership with Primera División includes:

  • Rights to Liguilla (playoffs) and Finals logos, as well as the use of Champions Trophy imagery.
  • Use of the First Division team names in the official calendar and rankings.
  • Rights to use the First Division logo in internet, packaging and memorabilia.

The national promotion component of the sponsorship, titled "Pase de 1ra" (1st Class Pass), will provide consumers unprecedented access to the Primera División league. Prizes include trips to the semifinal and final matches in Mexico, unique autographed memorabilia and soccer merchandise, and more.

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 full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell 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, Wis., and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America 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.

About the Mexican Football Federation and Primera División
The Mexican Football Federation (Federación Mexicana de Fútbol Asociación or FEMEXFUT) is the governing body of football in Mexico. It is responsible for the Mexican national team, and oversees the Mexican league and all affiliated amateur sectors. Its headquarters are located in Mexico City. La Liga (The League) is composed of four professional divisions: Primera División, Liga de Ascenso, Segunda División, and Tercera División. Primera División was established in 1943 and has 18 clubs, divided into three groups competing for league titles. Each season the league holds two tournaments, the Apertura in the winter and the Clausura in the summer.

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