Miller Lite Returns as Major Sponsor of CONCACAF Gold Cup Tournament
Miller Lite announced today it will once again be the exclusive worldwide beer sponsor of the 2009 CONCACAF Gold Cup™ tournament.
The sponsorship is a renewal of the brand’s ongoing partnership with CONCACAF (Confederation of North, Central American and Caribbean Association Football) and affirms Miller Lite’s continued focus on connecting with Hispanic consumers through their passion for soccer. This sponsorship comes on the heels of the brand’s sponsorship of the 2008 CONCACAF Champions League™ and the 2007 Gold Cup.
The CONCACAF Gold Cup™ is the confederation’s showpiece event for men’s national teams as it crowns the regional champion. The 2009 Gold Cup is scheduled to take place in July 2009, with tournament games being played across the United States in several of Miller Lite’s top markets.
Building upon the ever-growing enthusiasm for the sport, Miller Lite will continue to help make the CONCACAF Gold Cup™ one of the world’s foremost soccer events. Along with category exclusivity, Miller Lite’s involvement in the CONCACAF Gold Cup™ features:
- Inclusion of Miller Lite in the tournament’s print, television and radio advertising;
- Sponsorship of the Miller Lite “Man of the Match” MVP honor for each match and the tournament overall;
- On-field signage at all tournament venues.
“Miller Lite’s alliance with CONCACAF is one of our most critical partnerships,” said Al Patel, vice president of multicultural marketing at MillerCoors. “The Gold Cup allows us to further connect with one of Miller Lite’s most important audiences, legal-drinking-age Hispanic consumers. We witnessed their enthusiasm during the 2005 and 2007 Gold Cup games and look forward to interacting with those passionate fans again in 2009.”
“We are proud to have Miller Lite as our exclusive beer sponsor once again for the CONCACAF Gold Cup™,” said Chuck Blazer, CONCACAF general secretary. “Miller Lite played an important part in the enormous success of the 2007 CONCACAF Gold Cup™ and we look forward to their involvement helping make the 2009 tournament even better.”
Additional details about the Miller Lite Gold Cup program will be available over the coming months at www.MillerLiteLatino.com and www.CONCACAF.com.