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Milwaukee’s Best Light Dealt a Winning Hand as Official Beer Sponsor of the World Series of Poker

26 February 2009

2009 Partnership Marks Fourth Year as Official WSOP Sponsor for the "Beer That's Brewed for a Man's Taste"


MILWAUKEE (Feb. 25, 2009) - Milwaukee's Best Light is betting that continuing its partnership with the popular World Series of Poker will turn into a winning hand for the "beer that's brewed for a man's taste."  In 2009, Milwaukee's Best Light will be the official beer sponsor of the World Series of Poker (WSOP), which featured increases in spectators and participants in 2008, as well as a highly rated, primetime broadcast of the final table on ESPN.

"Poker continues to enjoy growth both as a leisure activity and as a televised sporting event, so we want to make sure Milwaukee's Best Light is the beer of choice whether fans are playing or watching at home," said Chad Dern, Milwaukee's Best Light marketing director. "When we look at opportunities for developing alliances that make the most sense for this brand and help us connect with the right audience, the World Series of Poker is simply the best."

As the tournament's official beer sponsor in 2009 and 2010, Milwaukee's Best Light has the ability to use the WSOP logo on packaging and in all promotional activities, and the brand will have prominent signage during the nearly two-month-long tournament at the Rio® All-Suite Hotel and Casino in Las Vegas. Terms of the two-year deal were not disclosed.

"Milwaukee's Best Light has been a great partner over the years, activating its sponsorship with advertising and promotions that have truly allowed the World Series of Poker to expand our fan base," said WSOP Commissioner Jeffrey Pollack.  "We're excited to have Milwaukee's Best Light continuing on as the tournament's official beer sponsor, and we look forward to building on this successful partnership as the tournament kicks off its 40th year."

Milwaukee's Best Light 2009 WSOP
Feb. 25, 2009

In 2008, the WSOP enjoyed a record year, generating the most entries ever (58,720) from the most countries ever (124). Participants also competed for the tournament's largest prize pool ever ($180,774,427). The final table for last year's Main Event, won by Peter Eastgate, was staged 117 days after the final nine participants were determined. It took place in front of a live audience and aired in primetime on ESPN with Eastgate receiving $9.1 million and the coveted gold bracelet. The WSOP will handle the 2009 final table in the same manner. 

For more information on the WSOP, visit http://WorldSeriesOfPoker.com And for more information on            Milwaukee's Best Light, visit http://MilBestLight.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, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks.  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.

About the WSOP
The World Series of Poker (WSOP) is the largest, richest and most prestigious gaming event in the world awarding millions of dollars in prize money and the prestigious gold bracelet, globally recognized as the sport's top prize. Featuring a comprehensive slate of tournaments in every major poker variation, the WSOP is poker's longest running tournament in the world, dating back to 1970.  In 2008, the event attracted 58,720 entrants from 124 different countries to the Rio All-Suite Hotel and Casino in Las Vegas and awarded over $180 million in prize money.  The creation of the new delayed Main Event final table more than doubled ratings on ESPN year over year.  Harrah's License Company, LLC., an affiliate of Harrah's Entertainment, Inc., has owned and operated the WSOP since 2004 and over the last five years, fostered an increase in player participation by more than 300-percent.  The WSOP in December, 2008 was named the 7th most admired sports brand in North America by the Turnkey Sports Survey, trailing only the older and more established NFL, MLB, NBA, NHL, NASCAR and PGA Tour among sports properties.  In addition, the WSOP has experienced groundbreaking alliances in broadcasting, digital media and corporate sponsorships, while successfully expanding the brand internationally with the advent in 2007 of the World Series of Poker EuropeSM. For more information on the World Series of Poker, please visit our website at http://worldseriesofpoker.com

About Harrah's Entertainment, Inc.
Harrah's Entertainment, Inc. is the world's largest provider of branded casino entertainment. Since its beginning in Reno, Nevada, more than 70 years ago, Harrah's has grown through development of new properties, expansions and acquisitions, and now owns or manages casinos on four continents. The Company's properties operate primarily under the Harrah's, Caesars and Horseshoe brand names; Harrah's also owns the London Clubs International family of casinos and the World Series of Poker. Harrah's Entertainment is focused on building loyalty and value with its customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership. For more information, please visit http://harrahs.com

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