SOURCE: MillerCoors


October 05, 2010 12:23 ET

Miller Lite Scores on Soccer Pitch Through New Partnerships With CONCACAF Gold Cup, Chivas de Guadalajara

Thanks to Two Major Deals, Miller Lite Ensures Soccer Fans Will "Taste Greatness" for Years to Come

CHICAGO, IL--(Marketwire - October 5, 2010) -  Miller Lite announced today it has signed new sponsorship agreements with two of the preeminent soccer properties in the Western hemisphere -- the CONCACAF Gold Cup tournament and Mexican club Club Deportivo Guadalajara S.A. de C.V., both of which are represented within the U.S. by Soccer United Marketing, Major League Soccer's marketing arm.

The alliance with the Gold Cup makes Miller Lite the exclusive malt beverage sponsor for the 2011 tournament; the brand also sponsored the 2007 and 2009 events. The brand's deal with Chivas de Guadalajara, as it's more commonly known, spans the 2011 through 2014 seasons, within the U.S. territory. Chivas is one of the most successful and popular clubs in Mexican soccer. Miller Lite will support both partnerships with advertising and digital programming, as well as a variety of retail point-of-sale and merchandising materials.

"To succeed with Latino consumers, you need to have an ongoing commitment to soccer, not just every four years," said Grant Leech, Miller Lite vice president of marketing. "We've been telling beer drinkers to 'man up' and order a light beer with great taste. We decided to follow our own advice and 'man up' when it comes to Miller Lite's involvement with soccer."

The CONCACAF Gold Cup, which will be played June 5-25, is a 12-team competition that crown's the regions' top national team. The 2011 final, marking the 20th anniversary of the event, will be played June 25 at the Rose Bowl in Pasadena, Calif., with exact locations, dates and times of the other matches still to be announced. The Miller Lite sponsorship includes rights to use the Gold Cup logo in national and local advertising and marketing materials, as well as packaging; consumer promotion; signage and video features at tournament games; and inclusion in all of the tournament's promotional marketing.

"We are very excited to have Miller Lite on board once again," said CONCACAF Deputy Secretary General Italo Zanzi. "We are confident that their involvement will make the 2011 Gold Cup even better and serve as a foundation for a fruitful long-term partnership."

Chivas de Guadalajara competes in Mexico's Primera División and has won 11 league titles, seven Campeón de Campeones and two Copa México championships. Chivas is recognized for using only Mexican players, a source of national pride for its millions of fans. The club, one of only two teams never to be relegated to Mexico's Segunda División, features many of the top players in the country, including Jonny Magallón, Adolfo "Bofo" Bautista, Alberto "Venado" Medina and Luis Michel, who all represented Mexico at this past summer's showcase. Miller Lite will have the right to use the Chivas marks in the United States for national and local advertising and marketing and consumer promotions; be presenting sponsor of the team's games in the U.S.; have signage and scoreboard announcements at Chivas games; and have access to Chivas players.

"Chivas de Guadalajara is very proud to represent its millions of fans in the United States, and we are very satisfied in being able to celebrate these types of alliances with our commercial partners," said Francisco Suinaga, director of business development for Chivas de Guadalajara. "During our U.S. tours, we look forward to working with Miller Lite, as we will be able to reach our fans via the company's successful platforms."

About Soccer United Marketing
Founded in 2002, Soccer United Marketing (SUM) is the preeminent soccer business company in North America. SUM holds the exclusive rights to the most important soccer properties in the region, including: all commercial rights to Major League Soccer; the United States Soccer Federation; promotional and marketing rights to Mexican National Team games played in the United States; the marketing and promotion of the CONCACAF Gold Cup™, and marketing, promotional and broadcast rights to the prestigious eight-team Mexican club tournament -- InterLiga™. SUM also manages promotional and marketing rights in the United States for Mexico's most popular sports team, Club Deportivo Guadalajara (Chivas). In addition, SUM created SuperLiga, the innovative professional tournament between MLS and Mexico's First Division clubs, as well as the Pan-Pacific Championship, an international soccer tournament that crowns the top club from the Pan Pacific region. In 2008, SUM entered into a long term partnership with FC Barcelona which includes tours of the legendary Spanish club. In early 2009, SUM announced the creation of the SUM Digital Network, the only soccer advertising network of its kind, covering all facets of the sport in the U.S., and which allows advertisers to reach millions of soccer fans via online advertising and sponsorships campaigns. These global properties are represented by SUM's slogan: One Sport. One Company.™ For more information, please visit

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 Peroni Nastro Azzurro, 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.

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