SBD Global/February 22, 2013/Marketing and Sponsorship
CONCACAF, MillerCoors Extend Multi-Year Sponsorship Which Includes 2013 Gold Cup
Published February 22, 2013
MillerCoors and CONCACAF announced a multi-year agreement, extending their long-standing partnership. Miller Lite will be the global exclusive beer sponsor of the 2013 Gold Cup. Miller Lite has sponsored the tournament since '05. The brand is also the exclusive U.S. sponsor of the confederation's club team tournament, the CONCACAF Champions League. The partnership covers the '13-14 and '14-15 tournaments. Miller Lite receives rights to use the tournaments' intellectual property for advertising and marketing materials, as well as packaging, consumer promotions, signage and video features at tournament games. The deal also features the presentation of the Gold Cup "Miller Lite MVP" award and inclusion in the tournaments' promotional marketing materials (CONCACAF).
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