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SBD/August 25, 2011/Marketing and Sponsorship
MillerCoors Signs Deals With 23 Colleges, Plans Integrated Advertising Effort
Published August 25, 2011
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WORTH MORE THAN $10M ANNUALLY: The contracts were brokered by IMG College and Learfield Sports, the two most prominent multimedia rights holders in the college space. MillerCoors was represented by its sports marketing agency, Genesco. Terms of the deal were not announced, but industry sources believe that combined they are worth in excess of $10M a year. MillerCoors says that the full cost for the college sponsorships is being covered by the brewer and will not be passed on to distributors. In addition to these school deals, MillerCoors has made a large media buy on FSN’s college broadcasts, as well as a promotional buy with the Pac-12. FSN represents Pac-12 Properties. MillerCoors will be running a series of 10-second vignettes featuring the Coors Light brand and a responsibility message on 175 games televised by the network. Co-branded MillerCoors and Pac-12 point-of-sale materials will be at retail throughout the conference’s footprint offering chances to win tickets to the Pac-12 football championship game. Five of the 23 schools in the MillerCoors portfolio are from the Pac-12.