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MILWAUKEE -- To celebrate its sponsorship, Miller is partnering with the University of Southern California (USC) Trojans and the University of California-Los Angeles (UCLA) Bruins to offer adult consumers the chance to meet and watch a game with former football players from both colleges.
Through a 10-day eBay auction at www.ebay.com/thebiggame, fans can bid on an outing at the annual cross-town rival game of USC versus UCLA on Dec. 2 with former USC players Charles White and Sam Cunningham, and former UCLA players Cory Paus and Freddie Mitchell.
The winner will receive four free tickets to the game, where they will root for their favorite team with the former players, along with food and drinks for a tailgate party prior to the game.
"USC-UCLA is one of the greatest rivalries in college athletics," said Jackie Woodward, Miller's vice president of programming, media and marketing assets. "Giving fans a chance to enjoy this football rivalry with popular former players certainly will provide a fun, memorable experience far beyond the typical two-minute autograph exchange. The winning bidder can debate football 'Man Law' with the guys, talk about the great moments in the rivalry and get insight about what's happening on the field."
The auction opened yesterday, and will end on Dec. 1 at 12 p.m. PST. The auction is open only to those residents who reside within approximately 75 miles of the Rose Bowl. Auction proceeds will be donated to the General Scholarship Fund of each university.
After a year deal with USC athletics in 2005, Miller re-signed for three years with the school, extending through the 2008-09 season. The partnership with UCLA, which is also a three-year agreement, is a first for Miller. Both contracts give Miller beer category exclusivity across all sports, and allow Miller to use the school's marks on packaging and point-of-sale materials.
"When you look at sports alliances in southern California, it doesn't get much more powerful than UCLA and USC," Woodward said. "With Miller Lite's four gold medals in the World Beer Cup, these alliances bring winners together. We'll leverage these partnerships throughout the year so that legal-drinking-age fans and alumni of both schools know that Miller Lite's the only beer that can bring them inside the world of the Trojans and Bruins."