US: MillerCoors signs CONCACAF extension for Miller Lite deal

By | 25 February 2013

Miller Lite has sponsored the tournament since 2005

Miller Lite has sponsored the tournament since 2005

MillerCoors has extended its Miller Lite brand's partnership with the North and Central American and Caribbean football authorities.

Miller Lite will be the exclusive global beer sponsor of the Confederation of North, Central America and the Caribbean Association Football's (CONCACAF) Gold Cup tournament for the next two seasons, MillerCoors said. Miller Lite has sponsored the tournament since 2005, said the brewer, a JV between SABMiller and Molson Coors.

As part of the deal, Miller Lite will also be the exclusive US sponsor of the confederation's club team tournament, the CONCACAF Champions League, for the next two seasons, MillerCoors said.

No financial details have been disclosed.

Last month, Anheuser-Busch InBev signed a “multi-year” deal that sees its Budweiser brand sponsor a segment of TV sports show Hockey Night in Canada.

Expert analysis

Global Beer Tax Tables, 2012

This report covers 58 markets and comprises a series of tables covering taxation base, historical excise rates, legal controls and a calculation of the total taxation burden on beer.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: SABMiller, Molson Coors, InBev

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