Miller Lite takes Soccer Fans to the Stands at 2011 Gold Cup.

This summer’s Miller Lite Taste Points promotion gives legal-drinking-age fans a chance to win an assortment of soccer-related prizes, including a VIP trip for four to the Gold Cup Final game. Consumers must text an official code found on specially marked packages and their date of birth to 80153 in order to receive their Taste Points. They then combine their Taste Points with friends to enter for a chance to win prizes. Fans also will be eligible for discounts of up to 20 percent off of Gold Cup tickets through in-store promotions featuring mail-in rebates in certain markets.
 
“We’re thrilled to be able to offer soccer fans unprecedented access to the Gold Cup,” said Al Patel, senior director of multicultural marketing at MillerCoors. “We encourage beer drinkers to ‘Taste Greatness’ and that’s exactly what we’re helping them do through our continued support of this great tournament. Only Miller Lite gives you the chance to win a Gold Cup experience that will make you the envy of all your friends.”

Miller Lite’s involvement with the Gold Cup will be apparent both on and off the field. In addition to signage and announcements throughout the stadium, Miller Lite will also present the “Miller Lite Man of the Match” to the top player in each game as selected by the media, as well as the “Miller Lite MVP” to the player voted the best in the tournament. The brand will be on site at games recruiting fans to sign up to be a designated driver, furthering the MillerCoors campaign to recruit one million fans to pledge to drink responsibly and always designate a driver or take a taxi when necessary. Off the field, the Gold Cup will be featured prominently in advertising, on packaging and on point-of-sale materials. The brand will create limited-edition commemorative cans and a related television spot to celebrate its role in the tournament.
 
The high-stakes tournament concludes with a championship game at the Rose Bowl in Pasadena, Calif., with the winning team earning a berth in the 2013 FIFA Confederations Cup as its regional representative. Gold Cup games will be played June 5 through June 25, 2011.
 
“Miller Lite’s partnership has proven to be a foundation for a fruitful and long-term relationship. We are looking forward to them bringing their fans into the action this season and experience the Gold Cup first hand,” said CONCACAF Deputy Secretary General Italo Zanzi.