CHICAGO-BASED BREWER MillerCoors has extended its sponsorship of National Basketball Association (NBA) franchise the Milwaukee Bucks for a further ten years.
Under terms of the deal, MillerCoors will remain as the team’s official beer sponsor with the company’s major two brands, Miller Lite and Coors Light, playing prominent roles.
Coors Light will be at the centre of external marketing efforts in support of the Bucks, including retail activation and advertising, while Miller Lite will be the focus for in-arena assets at the team’s home arena, the BMO Harris Bradley Center.
Comprehensively, the partnership extension includes rights for the brewery to use the team’s name and marks in developing consumer promotions, extensive in-arena signage and marketing, advertising during the team’s radio and TV broadcasts, presence on the team’s digital platforms and hospitality benefits.
MillerCoors is a longstanding sponsor of sport in the state of Wisconsin and earlier this year announced a multi-year renewal of its exclusive sponsorship with the NFL’s Green Bay Packers.
The company is also a major supporter of the state’s Major League Baseball (MLB) franchise, the Milwaukee Brewers.
MillerCoors shares the beer sponsorship category at a number of NBA clubs, but is the exclusive beer sponsor of the Bucks.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG