MILLERCOORS HAS extended its sponsorship of the National Football League (NFL)’s Green Bay Packers for the next ten years.
The deal will see Miller Lite remain as the official beer of the Packers and Lambeau Field – Green Bay’s home stadium – until the end of the 2022 season.
While financial details of the renewal remain undisclosed, MillerCoors is the largest sponsor of the Packers, as well as being the team’s biggest shareholder, and is likely to be paying a significant seven figure sum annually.
As part of the sponsorship package, MillerCoors has extensive branding rights around Lambeau Field. The Miller Lite logo will continue to appear in the Lambeau Field Atrium and the brand will retain naming rights to the Miller Lite Gate – the main entrance to the stadium.
MillerCoors will also have rights to a new Miller Lite Club and Miller Lite End Zone Party Deck in the newly-renovated south end zone area of Lambeau Field.
According to the Green Bay Press-Gazette, the Packers reports its sales and marketing revenue annually – the only NFL team to do so – although it does not break down income into specific categories.
Sales and marketing income was $57.7 million for the 2010/11 season and is likely to be closer to $70 million for 2011/12. Exact figures will be released after the annual shareholders meeting next Tuesday (July 24).
Headquartered in Chicago, Illinois following a merger with MolsonCoors in 2008, the Miller beer brand was founded in Wisconsin and is a major sponsor of all the professional sports teams in the state, including the Milwaukee Brewers (MLB) and Milwaukee Bucks (NBA) alongside the Green Bay Packers.
Andy England is MillerCoors’ chief marketing officer and is likely to have led negotiations for the renewal with the Packers.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG