MILWAUKEE, March 19 /PRNewswire/ — Miller Brewing Company today announced it has reached exclusive sponsorship agreements with four high-profile music venues in some of its most important markets. The renewed sponsorships are with the PNC Bank Arts Center in Holmdel, N.J.; the Walnut Creek Amphitheater in Raleigh, N.C.; the Ford Amphitheatre in Tampa; and the First Midwest Bank Amphitheatre in Chicago.
Through these alliances, Miller is making a significant investment in each community’s music scene. Each venue is a leading site for live music experiences within its area, and the partnership with the Milwaukee-based brewer will help the venues strengthen their offerings to local music fans.
“Few things evoke passion and energy in our consumer the way music does,” said Jackie Woodward, Miller’s vice president of media and marketing services. “Now more than ever, these consumers define themselves by their interests, and so many of them are passionate about their music choices. Through these venue sponsorships, Miller can play an important role in bringing to life this passion for music. We’ll work closely with each of these venues to make the live music experience even better for fans in each market.”
Miller Lite, the company’s best-selling brand and the only light beer to win four gold medals in the bi-annual World Beer Cup’s American-style Light Lager category, will be the primary brand sponsoring live music at the PNC Bank Arts Center, Walnut Creek Amphitheater and Ford Amphitheatre.
Miller Genuine Draft, with its 20-year history of supporting great music, will be lead brand at the First Midwest Bank Amphitheatre. Each of these deals is a renewal for Miller. Additional details on each sponsorship include:
— PNC Bank Arts Center – Miller, which has been a sponsor at PNC since
2004, will add a Miller Lite Platinum Box at the venue as part of the
new deal. The box will be prominently featured in Miller’s local
retail promotional activity that will support the alliance. Originally
known as the Garden State Arts Center when it opened in 1968, the venue
now accommodates approximately 17,500 people.— Walnut Creek Amphitheater – A sponsor at Walnut Creek (formerly the
ALLTEL Pavilion) since the building’s inception, Miller will conduct a
variety of retail promotions to activate the sponsorship, as well as
experiential marketing activity on-site. A major component in the
renewed deal is title sponsorship of the Miller Lite Concert Series,
which will feature five artists per season. Opened in 1991, the
amphitheater holds approximately 20,000 people.— Ford Amphitheatre – This three-year renewal includes the addition of a
Miller Lite Party Deck designed to provide an exclusive vantage point
from which Miller’s winning consumers can enjoy concerts. Situated onthe Florida State Fairgrounds, the Ford Amphitheatre features a
capacity of about 20,000 people.— First Midwest Bank Amphitheatre – A three-year renewal with the venue
makes MGD the official beer of the amphitheatre. Miller gets the right
to be presenting sponsor of five shows each year, and the entire suite
section will be renamed the MGD Suite Life. One of the largest music
venues in the Chicagoland area with a capacity of 28,500 people, the
venue opened in 1990.
Miller focuses on building sports and entertainment alliances that enable the brewer to assert a leadership role with the property while connecting to a specific brand’s marketing objectives. Woodward said deals such as these music partnerships give Miller the chance to provide memorable and valuable experiences that positively impact the way fans view Miller brands.
About Miller Brewing Company
As one of America’s oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew “confoundedly good beers” with “uncompromising quality.” Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of the U.S. beer market. In the past decade, Miller beers have won 105 medals – more than twice as many as its major competitors – at the biannual World Beer Cup and annual Great American Beer Fest. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that has defined the American light lager category since 1975. Miller also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process introduced in 1985. The company’s oldest brew is Miller High Life, the champagne of beers. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Foster’s, and it offers regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Near-premium beers include Milwaukee’s Best Light, Steel Reserve, Olde English 800, Mickey’s Malt Liquor, Icehouse and Sharp’s, a non-alcohol brew. Miller also offers the Sparks line of caffeinated alcohol beverages. Miller is a wholly owned subsidiary of SABMiller plc, one of the world’s leading brewers with a global footprint spread across six continents. For more information, visit http://www.millerbrewing.com/ .
