SBJ/April 3 - 9, 2006/This Weeks News

Miller sponsorship includes Brewers’ Getaway Days

The Milwaukee Brewers have reached a new seven-year sponsorship agreement with Miller Brewing Co., the club’s largest corporate sponsor.

The deal, which was scheduled to be announced last Thursday, continues Miller’s status as the exclusive malt beverage for the team. The exclusivity extends into radio and television advertising, in-stadium signage, promotions and spring training. The deal also includes several new stadium promotions, including Miller Genuine Draft Getaway Days for midweek afternoon games at Miller Park. The brewer will provide excuse forms for fans needing a note to explain their absence from the office.

Terms of the agreement were not disclosed. The deal is separate from Milwaukee-based Miller’s naming-rights agreement for the ballpark.

“From the beginning of our negotiations, Miller was clear that they wanted to go beyond the typical sports sponsorship and create unique marketing vehicles that provided experiential opportunities for Brewers fans and deepened their ties to the team and the community,” said Rick Schlesinger, the Brewers’ executive vice president of business operations.

Dockery Clark, Miller’s director of sports and alliance marketing, said the new agreement is part of the company’s alliance marketing strategy.

“We want to work with our partners to provide beer drinkers with unique experiences and access that leave them with a positive impression of Miller beers,” Clark said.

Mark Kass writes for The Business Journal in Milwaukee, an affiliated publication.

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