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SBD/April 7, 2011/Marketing and Sponsorship
MLS Fire Sign Multiyear Deal With Miller Lite, Will Be Team's Exclusive Domestic Beer
Published April 7, 2011
The MLS Fire have signed a new multiyear partnership with Miller Lite and renewed the brand as the exclusive domestic beer partner of Toyota Park. The partnership comes after MLS inked a league partnership with Anheuser-Busch that opened up local rights to clubs in the beer category. “We’ve been looking to broaden our partnership with [Miller Lite] for some time,” said Fire VP/Corporate Partnerships Scott Malaga. “They have a major presence in Chicago and we can benefit from their local marketing.” Miller Lite will receive broadcast mentions with the team’s media partner Comcast SportsNet Chicago and will be integrated into the team’s website. The beer will also receive LED exposure and field-level messaging at Toyota Park, and it will continue to sponsor the open deck seating along the south edge of Toyota Park. Fans purchasing tickets in that section will receive two free beer coupons.