The framed Vince Lombardi photo hangs on the wall in Jackie Woodward’s office. The words in it: “Confidence is contagious.” Another framed quote in her office comes from Colin Powell: “Perpetual optimism is a force multiplier.”

The words that are among Woodward’s favorites reflect the energy she puts into every idea in MillerCoors’ sports and entertainment marketing, where the vice president leads marketing, media and business affairs for the MillerCoors brands. She’s been in that role the last three years for MillerCoors and the last five-plus years for Miller, going back to pre-merger days.

Her persistence has been evident in many areas of MillerCoors’ marketing, from its recent sponsorship buys in the college space to the company’s five-plus years of Hispanic marketing initiatives through Mexican soccer that are starting to pay off with greater sales and a strong brand awareness within that demographic. Three-quarters of MillerCoors’ total TV advertising spending in 2010, about $214 million, was dedicated to sports, highlighting the company’s emphasis there and Woodward’s passion for marketing through sports, something she showed for years previously at McDonald’s, guiding their global efforts.

“Our properties and partners are the intersection where brands meet consumers,” she said. “Sports is a force multiplier for many of our brands. They have to come to life and have a personality, and sports is often where that happens.”