Miller Lite Renews Contract with Chicago Bears

By Carrie Williams
Matt Kartozian-USA TODAY Sports

If you were hoping to score a Bud at the next Chicago Bears game, think again. It’ll continue to be ‘Miller Time’ at Soldier Field.

Miller Lite, which has partnered with the Bears since 2002, announced a new multi-year sponsorship agreement yesterday. As the NFL team’s exclusive alcohol sponsor, Miller Lite’s partnership with the Bears includes Soldier Field signage, advertising in the team’s TV, radio, print and online properties and the exclusive right to use team marks in advertising/marketing materials. As if football fans, especially those in Bears Nation, need visual stimuli to be reminded to grab a six pack (or 12…or 24) before heading to their man cave or a tailgate party. It’s literally going to be Miller Time everywhere you turn!

And don’t forget the Miller Lite Party Deck and Miller Lite Ultimate Tailgate area. Although, I’m sure all you tailgaters are already staking your claim in the parking lot – seven months early. But, if you’re usually the designated driver in your group, you can also join the “Great Beer, Great Responsibility” DD program (it had almost 9,000 participants last season!).

“The enthusiasm and devotion of Bears fans make this an especially powerful alliance because we’re able to activate throughout the year, whether it’s at Soldier Field, in the bars or at grocery and convenience stores throughout the area,” said Andy England, chief marketing officer, MillerCoors. “The Bears have been a great marketing partner over the years, and we look forward to working together to bring even more excitement to legal-drinking-age Bears fans in 2013 and beyond.”

With MillerCoors headquartered in Chicago, the continued partnership is really a no brainer.

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