Miller Lite, the exclusive beer sponsor of the Mexican soccer team Club Deportivo Guadalajara, widely known as Chivas, is bringing the action of the Clausura season directly to legal-drinking-age consumers through a partnership with Telemundo.
Fans will have exclusive access to live-streamed Chivas games via their smartphones. Miller Lite’s partnership with Telemundo leverages the network’s ability to broadcast live games on its mobile portal, making Chivas games more accessible to the team’s followers nationwide. Chivas games are broadcast to smartphones during the Clausura season, including a match against Toluca taking place March 24, and the Clasicos matches against America April 7 and Atlas April 21. Miller Lite is the first beer brand to place ads on streaming Chivas games. Consumers can visit telemundo.com/deportes on their smartphone for more information.
“We strive to bring the passion of the herd together to enjoy great tasting Miller Lite while watching Chivas play,” said Alberto Senior, Miller Lite Hispanic marketing manager. “However, if they can’t get all their friends together for the game, we still want our fans and consumers to enjoy the live broadcast from anywhere they might be through their mobile phone, courtesy of Miller Lite.”
The brand also will launch the Miller Lite Latino Facebook page later this spring, letting fans in the U.S. interact with and comment on their favorite beer and team, while also getting a chance to win great prizes.
Going even further in bringing fans closer to Chivas, Miller Lite will host Skype sessions with famous Chivas goalkeeper Luis Michel. Fans will be able to talk directly to him via Skype sessions that Miller Lite will host at select retail locations in cities such as Dallas and Houston. Fans can ask the soccer star questions about his team, the game and his life on and off the field.