Miller Lite launches CONCACAF Champions League Partnership.

Miller Lite announced the launch of a summer-long marketing effort focused on the sport Hispanic
consumers love most: soccer.

Miller Lite’s 2008 soccer program is designed to build excitement around soccer and the brand’s status as the official beer sponsor of the CONCACAF’s Champions League completely new tournament. Miller Lite also will launch advertising featuring current Mexican soccer champions Omar Bravo and Cuauhtemoc Blanco. Anchored by a significant, integrated partnership with Univision, “A Champion Combination” is part of Miller Lite’s commitment to the fast-growing Hispanic market and is a continuation of the equity in CONCACAF soccer that the brand began building with the 2005 and 2007 CONCACAF Gold Cup(TM) tournaments.

The partnership with CONCACAF enables Miller Lite to connect with legal-drinking-age Hispanics within the world of soccer in the United States, as well as Latin America, since CONCACAF’s 40-member nations
include the United States, Mexico, Central America and the Caribbean.

“Our goal is to make Miller Lite synonymous with soccer for our Hispanic consumers, and the scale of this program will help do that,” said Jesica Duarte, senior manager of Hispanic marketing at Miller. “We’re looking forward to a summer full of activities that will help us connect with Hispanics in a way that is fun and relevant to their interests.”

Television, radio and out-of-home advertising, set to launch June 1, will be centered on two of the sport’s most recognizable players, Blanco and Bravo. In addition, Miller Lite will offer special collectable single-serve cans featuring the two players. A national consumer promotion will give soccer fans a chance to win a soccer viewing party where Miller Lite will provide the television, food and refreshments to share with a
champion soccer player and 20 of the winner’s friends.

“A Champion Combination” builds upon Miller Lite’s previous soccer programs, reaching an unprecedented number of fans thanks to a large-scale media partnership with Univision. As a national broadcast sponsor for CONCACAF Champions League games, Miller Lite will be a part of the live game broadcasts with features such as game clock and half-time show sponsorship during primetime matches on TeleFutura and Galavision. Miller Lite also will have branded content during the summer on TeleFutura’s “Contacto Deportivo” and digital elements such as branded sponsorship of exclusive online content.

Another digital element will be the update of MillerLiteLatino.com, a site created last year to support the 2007 Gold Cup tournament sponsorship. The site will feature interactive games, tournament information and CONCACAF game footage, as well as sweepstakes where visitors can register to win prizes such as flat screen TVs, keg-erators and mini-fridges.

Grassroots marketing will be headlined by the Campeones Miller Lite, a team made up of some of the best Latino freestyle soccer players who combine the sport with tricks and moves that rival those of the best pro players. The Campeones Miller Lite team will tour major Hispanic markets such as Chicago, Houston, Los Angeles and Miami to show off their unique skills and draw attention to the brand and its sponsorship of the new league. Celebrity player appearances at in-market events will engage fans and further create excitement around CONCACAF Champions League.