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MILWAUKEE -- Miller Lite snagged a spot as the exclusive worldwide beer sponsor of the 2007 Confederation of North, Central American and Caribbean Association Football's (CONCACAF) Gold Cup tournament.
The sponsorship is a renewal of the brand's partnership with CONCACAF, and follows the brand's 2006 soccer marketing campaign, Pasión 10. The theme for Miller Lite's sponsorship will be "United with Passion," to emphasize the bringing together of players and fans across North and Central America, the Caribbean and the U.S.
The tournament is the association's premier event for men's national teams in the region. It will be held June 6 to 24 in such cities as Boston, Houston, Los Angeles, Miami and New York. The semi-final and championship games will be played at Soldier Field in Chicago.
Miller Lite's sponsorship includes presence in print, TV and radio advertising for the tournament. It also allows Miller Lite to present the Most Valuable Player award for each match and the entire tournament, and on-field signage at the tournament's venues.
"Miller Lite's alliance with the Gold Cup is one of our most critical partnerships," said Dave Dixon, Miller Brewing Co.'s senior director of Hispanic marketing. "Coming off the success of last year's Pasión 10 program, the 2007 Gold Cup allows us to interact with one of Miller Lite's most important audiences, legal-drinking-age Hispanic consumers. Miller Lite's continued support of international soccer has paved the way for a closer connection between the sport and its legions of U.S. fans."