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CHICAGO — MillerCoors is partnering with Strike Ten Entertainment, the marketing arm and sponsorship division of the bowling industry, in a two-year agreement that makes MillerCoors the "Official Beer Partner of Bowling."
"MillerCoors and our brands have enjoyed a long history with the bowling community, and we're proud to build on that relationship with this unique partnership," said John Beck, vice president of on-premise national accounts for MillerCoors.
To further support efforts to build its beer business, Strike Ten Entertainment also hired an in-house trade brewer who will work directly with bowling centers to provide training and educational tools.
"This partnership is unique because rather than leading with a single brand, we'll be promoting MillerCoors' broad portfolio of high-quality beers and hard ciders," said Strike Ten President John Harbuck. "We also benefit through MillerCoors' training tools and category insights, which will help us grow the beverage category for our 3,500 bowling center members across the country."
MillerCoors brews, markets and sells the MillerCoors portfolio of brands, which includes Coors Light, Miller Lite, Miller High Life, Coors Banquet, Blue Moon Belgian White and Leinenkugel's Summer Shandy.