CHICAGO — Few topics generate as much passion among Chicago sports fans as the Chicago Bears. From the start of training camp, throughout the regular season, into the playoffs and during the off-season, Bears fans love to get together to debate their team’s prospects.
And when they do come together, it will continue to be Miller Time, thanks to a new multi-year sponsorship agreement announced today by Miller Lite and the Chicago Bears. Miller Lite, which has been associated with the Bears since 2002, will continue as the team’s exclusive alcohol beverage sponsor. Miller Lite is the only Official Beer of the Bears in the history of the franchise. Financial terms of the deal were not disclosed.
“The enthusiasm and devotion of Bears fans make this an especially powerful alliance because we’re able to activate throughout the year, whether it’s at Soldier Field, in the bars or at grocery and convenience stores throughout the area,” said Andy England, chief marketing officer at MillerCoors. “The Bears have been a great marketing partner over the years, and we look forward to working together to bring even more excitement to legal-drinking-age Bears fans in 2013 and beyond.”
The partnership, which makes Miller Lite a “Chicago Bears Hall of Fame Partner,” includes signage throughout Soldier Field; the exclusive right to use team marks in advertising and marketing materials; advertising in the team’s TV, radio, print and online properties; sponsorship of the Miller Lite Party Deck and Miller Lite Ultimate Tailgate area; the Miller Lite Draft Party and all draft coverage featured on ChicagoBears.com; and the “Great Beer, Great Responsibility” designated driver program that had almost 9,000 participants last season.
“On behalf of the entire Chicago Bears organization, we are happy to continue our partnership with Miller Lite,” said Chris Hibbs, Bears vice president of sales and marketing. “Like the Bears, MillerCoors is a proud hometown company that cares tremendously about the local community and our fans. Together, we have lots of exciting new engagement planned for 2013 and beyond. We look forward to a successful relationship for years to come.”
About the Chicago Bears
One of the founding franchises of the National Football League, the Chicago Bears were established in 1920 as the Decatur Staleys by legendary player, coach and owner, George Halas. The team moved to Chicago in 1921 and has gone on to win the most games in league history along with nine championships. The Bears 27 Hall of Famers is the most of any team in the NFL. In the community, the Bears strive to be leaders throughout Chicago and its suburbs by supporting initiatives focused on Education, Health and Fitness, Youth Football, and Volunteerism and Civic Involvement.
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.