As part of its sponsorship of the CONCACAF Gold Cup soccer tournament, taking place in the US this summer, a new Hispanic website has been launched for the Miller Lite brand.

MillerLiteLatino.com will be the brand's online hub and will house all future Miller Lite Hispanic promotions, interactive content, product information and advertising, Miller Brewing stated.

Also with the Hispanic market in mind, Miller Lite has developed a special online game called Mission: Fútbol, and will promote this through a strategic alliance with Yahoo! Telemundo. From May through July, the brand will provide content and have an advertising presence on the Yahoo! Telemundo Juegos and Yahoo! Games sites, as well as on Yahoo! Telemundo's Copa de Oro mini-site.

"This new site and interactive content links directly to the theme for many of Miller Lite's Gold Cup programme initiatives - United with Passion (Unidos con Pasión)," said Dave Dixon, Miller's senior director of Hispanic marketing. "The Yahoo! Telemundo alliance is a natural fit for this programme as it will quickly bring together fans from throughout North and Central America, the Caribbean and the US, providing the ideal springboard for the rest of our Gold Cup activities."

Online gaming is growing in popularity among US Hispanics, according to Yahoo! Telemundo. "Consumers can spend anywhere from a few minutes to a few hours playing online - that's a long time to be interacting with a brand," said Adam Chandler, executive director, US sales, Yahoo! Telemundo. "This is a very forward thinking programme in the branded entertainment space and takes online advertising to the next level of engagement."