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MILLER LITE HELPS FOOTBALL FANS “TASTE GREATNESS” BY OFFERING A UNIQUE EXPERIENCE WITH FOOTBALL LEGENDS

22 September 2009

For more information, contact:
Scott Bussen 
MillerCoors 
312.496.2969 
bussen.scott@millercoors.com 

Brian Flad
Dig Communications
312.577.1772
bflad@digcommunications.com

Jerome Bettis and Tony Dorsett Among Former Greats Available for Memorable Game-Viewing Experience; Proceeds Benefit The V Foundation for Cancer Research

CHICAGO (September 18, 2009) - Pro football players have the opportunity to be a part of great moments throughout their career.  But what about us - the pro football viewer?  Thanks to Miller Lite, this season fans will be able to experience the greatest of football moments by having popular former football players come to their house to watch their favourite team.

Beginning today, legal-drinking-age consumers across the country can "taste greatness" by bidding to have a pair of former pro football players come to their house for a once-in-a-lifetime football experience.  The players will provide all the food and refreshments while reliving some of the greatest moments from their careers.  All proceeds from winning bids will go to The V Foundation for Cancer Research.

Through a series of week-long eBay auctions (www.ebay.com/MillerLite), consumers can bid on former players such as Jerome Bettis, Tony Dorsett, Richard Dent and Antonio Freeman. 
The duo will show up at the winning bidder's home to provide them with this great experience.  They'll watch the game, talk football and provide their own unique football insight, all in the comfort of the winning bidder's living room.

"This fall, Miller Lite is helping consumers ‘taste greatness' through these memorable football auctions," said Grant Leech, Miller Lite vice president of marketing.  "Giving consumers a chance to have these former football greats in their home to watch a game will provide numerous great moments for the winning bidder and their friends.  And as an added bonus, they know they're helping a great cause in The V Foundation."


The four week schedule consists of the following games and participating former players:
 

September 28 (Monday Night)
Carolina @ Dallas

- Wesley Walls
- Tony Dorsett

November 1 (Sunday Football)
Minnesota @ Green Bay

- John Randle
- Antonio Freeman

November 22 (Sunday Night)  
Philadelphia @ Chicago

- Keith Byars
- Richard Dent

December 10 (Thursday Night)
Pittsburgh @ Cleveland

- Jerome Bettis
- Eric Metcalf


Each auction will last seven days, closing three days preceding the highlighted game at noon Central.  The auctions are open to residents 21 and older in the 48 contiguous United States; the winner must reside within 75 miles of a major airport.  The auction component is being managed on eBay by Auction Cause, a premier online auction management agency specialising in high-profile design, strategy, and cause marketing for corporations and nonprofits worldwide. For more information, please visit www.auctioncause.com.


All auction proceeds will benefit The V Foundation for Cancer Research, founded in 1993 by ESPN and Jim Valvano, the legendary basketball coach and award-winning ESPN commentator.  Since then, the foundation has raised more than $90 million to fund cancer research grants nationwide. It awards 100 percent of all new direct-cash donations and net proceeds of events directly to cancer research and related programmes. The V Foundation, which has received seven consecutive top 4-star ratings from Charity Navigator, awards grants through a competitive awards process strictly supervised by a Scientific Advisory Board. For more information on The V Foundation or to make a donation, please visit www.jimmyv.org.


"We are proud to partner with Miller Lite again this year as the beneficiary of these unique auctions," said V Foundation CEO Nick Valvano.  "The proceeds from the auctions will directly fund the most promising research projects.  MillerCoors is a valued partner in our fight against cancer and we are grateful for their continued support."


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.  MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories.  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, Wis., 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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