Miller Time Haircuts go a long way for Gold Cup Fans.

This summer, Miller Lite, the exclusive U.S. beer sponsor of the 2013 CONCACAF Gold Cup, is challenging soccer aficionados to prove their passion for the game by getting Miller Time haircuts.  Legal-drinking-aged consumers in select markets who take on the challenge will have a chance to win VIP Gold Cup experiences and other prizes. The tournament kicks off July 7, in Pasadena, Calif., with matches played across the country throughout the month. 

Miller Time-inspired haircuts will be offered at Miller Lite-hosted events in Chicago and Pasadena. Eligible consumers must rally three of their friends for a group of four in total, to join them in getting this haircut. The first eight participants will receive VIP tickets and the following 22 consumers who show up will get general admission tickets. Miller Lite has sponsored the Gold Cup tournament since 2005.

Event dates and locations:
• Chicago:  June 2, Platinum Fades, 2123 S Ashland Ave.
• Pasadena, CA:  July 7, Rose Bowl, Lot H

“Our consumers know and love the sport, and that passion rises to a higher level during Gold Cup,” said Alberto Farias, Miller Lite Hispanic marketing manager. “There is nothing better than enjoying a heated game with good friends over a great-tasting Miller Lite. Now that’s Miller Time.”

Additionally, consumers can text “GOLD” to 28130 for their chance to win a VIP Miller Lite viewing experience for the final game at Chicago’s Soldier Field, July 28. By entering this text-to-win promotion, fans also will be eligible to win a viewing party at their local bar or Miller Lite will deck-out their home with a large-screen television and Miller Lite gear to enjoy the games with their friends. In certain markets, the brand also will provide consumers with the chance to win prize packs that include four tickets to select regional Gold Cup games along with a $50 gas card to cover travel costs. The text-to-win promotion will be supported by the new Gold Cup-inspired Miller Lite packaging, available in select markets in the 18-pack of 12-ounce Punch Top cans and 16-ounce cans.