MILLERCOORS and the Confederation of North, Central America and the Caribbean Association Football (CONCACAF) have inked a multi-year agreement that strengthens the long-standing partnership between the two parties.
Under the deal, Miller Lite will be the global exclusive beer sponsor of the 2013 Gold Cup, CONCACAF’s premier national team tournament. Miller Lite has sponsored the tournament since 2005.
The brand also becomes the exclusive U.S. sponsor of the confederation’s club team tournament, the CONCACAF Champions League.
The CONCACAF Champions League partnership covers the 2013/14 and 2014/15 tournaments.
The deal confers rights to use the tournaments’ intellectual property for advertising and marketing materials, as well as packaging, consumer promotions, signage and video features at tournament games.
It also features the presentation of the Gold Cup “Miller Lite MVP” award and inclusion in the tournaments’ promotional marketing materials.
As part of its commitment to promoting responsible fan behavior, Miller Lite also will bring the Designated Driver programme, popular at sports arenas around the country, to Gold Cup stadiums, encouraging soccer fans to plan ahead for a safe ride home from the match with a designated driver.
Traffic Sports, the commercial agency for CONCACAF, led the negotiation to renew and expand the partnership with Miller Lite.