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COORS LIGHT INKS SPONSORSHIP DEAL WITH 49ers

2 October 2009

For more information, contact:

Scott Bussen 
MillerCoors 
312.496.2969 
bussen.scott@millerscoors.com 

Lisa Goodwin
San Francisco 49ers
408.562.4957
lisa.goodwin@niners.nfl.net

CHICAGO (October 1, 2009) - Coors Light, the official beer sponsor of the NFL, and the San Francisco 49ers today announced a multi-year partnership that establishes The World's Most Refreshing Beer as an official sponsor of the five-time Super Bowl champion 49ers.  The deal begins this season.

As part of the agreement, Coors Light will use the 49ers logo for marketing activation opportunities throughout Northern California.  Coors Light will be the presenting sponsor for the 49ers Gold Rush Cheerleaders.

"We are always looking to partner on marketing initiatives with quality brands such as Coors Light," said Andy Dolich, 49ers chief operating officer.  "This proactive partnership will be a creative way for us to reach our target demographic and continue to expand our business building programs."

For the 2009 season, Coors Light is launching a campaign that gives fans the chance to receive a free dual-branded 49ers-CoorsLight pint glass, with the purchase of an 18-pack or larger of Coors Light or Coors Banquet Beer.  In 2010, the partnership will be expanded to include additional advertising and marketing campaigns co-branded with the 49ers.

"The 49ers are one of the NFL's iconic franchises, and Northern California is a strong market for Coors Light, so this was a natural partnership for us," said Jackie Woodward, vice president of marketing services at MillerCoors.  "We look forward to toasting many 49ers victories with the only beer that delivers refreshment as cold as the Rockies."


About the San Francisco 49ers
The San Francisco 49ers, owned by Denise and John York, currently play in the NFC West division and won each Super Bowl contest it entered, earning five Super Bowl trophies including Super Bowl XVI, XIX, XXIII, XXIV and XXIX.  The franchise also has five conference championships and 17 divisional championships and were the first major league professional sports franchise to be based in San Francisco over 60 years ago.

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 premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light.  The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch 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 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to create America's best beer company 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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