Beer brand Miller Lite has been named as the title sponsor of mixed martial arts series Bellator MMA.
The deal covers all Bellator MMA events in 2015 and is the first title partnership agreed by the series. Over the past two years, the MillerCoors brand has sponsored selected stand-alone Bellator fight cards.
Miller Lite’s debut as title sponsor comes at Bellator 134: The British Invasion on February 27 at Mohegan Sun Arena, Connecticut.
Activations include Miller branding on the on-air fight clock during broadcasts by pay-television operator Spike TV, mat signage and a presence on press conference backdrops, along with local market campaigns specific to each event.