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Miller Lite Returns As Major Sponsor Of Concacaf Gold Cup™ Tournament

12 November 2008

2009 Gold Cup Will Boast Field of North and Central America's Top National Teams,
Including United States and Mexico, Competing on U.S. Soil


MILWAUKEE (November 12, 2008) - 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, 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.

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Miller Lite/Gold Cup
November 12, 2008
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"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 the brand's 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.


About MillerCoors
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers.  MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales.  Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment.  Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light.  The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages.  MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company.  MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to become the best beer company in America by driving profitable industry growth.  MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

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Miller Lite/Gold Cup
November 12, 2008
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About CONCACAF Gold Cup

The CONCACAF Gold Cup is CONCACAF's showpiece event for men's teams as it crowns the regional champion.  The USA won the inaugural eight-team competition in 1991, defeating Honduras before 40,000 fans at the Los Angeles Memorial Coliseum. The teams battled to a scoreless draw and the first Gold Cup was decided on penalties with the stars & stripes emerging as 4:3 victors. Mexico dominated the remainder of the decade, winning three consecutive CONCACAF Gold Cup titles (1993, 1996, 1998). Over 120,000 fans packed the Estadio Azteca as the tricolor claimed the 1993 title with a convincing 4:0 win over USA. Three years later, the Gold Cup field included a guest team, defending FIFA World Cup Champions, Brazil, but still Mexico captured their second title with a 2:0 victory over the samba kings in the final in front of 88,000 spectators at the L.A. Memorial Coliseum. The 1998 Gold Cup Final, also at the L.A. Memorial Coliseum, drew a sell-out crowd of 91,255, as the tricolor once again claimed the CONCACAF crown thanks to a 1:0 win over the USA. After the tournament field was increased to twelve teams for the 2000 CONCACAF Gold Cup, Canada made history winning their first major international honour in more than 100 years of football by defeating Colombia in the final 2:0 at the L.A. Memorial Coliseum.
After the USA claimed its first CONCACAF Gold Cup crown in over 10 years by topping Costa Rica in the 2002 finals at the Rose Bowl in Pasadena, Mexico returned to the top of the Confederation with their fourth crown in 2003 with 1:0 win over Brazil in the final at the Estadio Azteca. The 2005 edition of the CONCACAF Gold Cup was won by the USA on penalties over Panama in the Final held at Giants Stadium in East Rutherford, New Jersey.

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