Miller Lite Scores Soccer Deals
Miller Lite has has signed new sponsorship agreements with the CONCACAF Gold Cup tournament and Mexican club Club Deportivo Guadalajara S.A. de C.V. Soccer United Marketing, Major League Soccer's marketing arm, represented both of the properties on the deal.
Miller Lite will be the exclusive malt beverage sponsor for the 2011 CONCACAF Gold Cup tournament; an event the brand also sponsored in 2007 and 2009. The brand's deal with Chivas de Guadalajara 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 at the Rose Bowl in Pasadena, Calif., is a 12-team competition that crown's the regions' top national team. 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."
As for the Chivas de Guadalajara deal, 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."