E-Malt.com News article: 4574

USA, New York: Miller Brewing announced on April 1 it has signed a three-year sponsorship deal with the Washington Nationals, playing its first season in D.C. after moving from Montreal. Financial terms were not released, according to Brand Week News.

The pact gives Miller the exclusive right in the beer category to conduct promotions around Opening Day festivities on April 14. That includes access to the Miller Lite "Beer Pen" at RFK on Opening Night, as well as every Friday home game throughout the team's inaugural season.

The new partnership with the Nationals also gives Miller rights to the team's logo for advertising, POP and on-premise materials usage. In addition, the Miller Lite logo will be included in concourse and rotational signage within the stadium, and featured exclusively on the playing field rain tarps.

The relationship with the Nationals will also include other marketing initiatives "that offers Miller the opportunity to interact with and enhance the game experience of legal drinking age consumers." During the season, Miller will execute promotions in Washington D.C., Maryland and Northern Virginia, offering beer drinkers the opportunity to win tickets to the Miller Lite Beer Pen.


03 April, 2005