Kansas City Royals pour renewal with beer partners

Major League Baseball franchise the Kansas City Royals has extended partnerships with US-based brewery MillerCoors and the Boulevard Brewing Company.

MillerCoors’ Miller Lite brand will again serve as an official beer of the Royals for the 2017 season. MillerCoors will benefit from significant brand exposure throughout the Royals’ Kauffman Stadium, where a range of its products will be sold.

Kauffman Stadium already features the Miller Lite Fountain Bar area, and new areas are set to be unveiled as part of the expanded deal, including the Miller Lite Left Field Grill and the Blue Moon Taproom.

The Blue Moon Taproom will seek to provide fans with a unique game-day experience and a variety of Blue Moon products, as well as in-stadium activation.

MillerCoors will also be involved with Royals charity events, while Miller Lite will serve as the official sponsor of the team’s military salute programme. Miller Lite will also sponsor the Royals’ annual celebration of Hispanic heritage, ‘Viva Los Reales’.

Boulevard, which is based in Kansas City, will serve as the official craft beer of the Royals. The new agreement grants the company a larger footprint throughout Kauffman Stadium.

Along with continued presence in the Craft & Draft offering, Boulevard will title sponsor the Diamond Club and View Level bars at Kauffman Stadium and will host a new ‘Hop Stop’ location in right field. A wider variety of Boulevard beers will be available at these bars and other locations around the stadium.

Boulevard will be granted full use of Royals trademarks, creating new products and collaborations.