NFL officials yesterday announced that Miller Brewing has
renewed its NFL "relationship," including its status as exclusive
NFL post-season beer sponsor, through Super Bowl XXXIII.
"Believed to be one of the most comprehensive football
partnerships of its kind," Miller's three-year deal includes a
rights fee, advertising on game telecasts, local team involvement
and a publishing component that includes the "Miller Football
Handbook." The new agreement grants Miller the right to use NFL
league and club trademarks in all advertising and promotional
programs, and guarantees exclusive post-season rights in the beer
category for the playoffs, the Super Bowl and the Pro Bowl.
Miller will also continue to sponsor the NFL's Miller Lite Player
of the Year, an award program that generates $130,000 for charity
each year. In addition, Miller will be the title sponsor of the
Pro Bowl Battle of the Gridiron, an ABC Sports skills
competition, and be an associate sponsor of the NFL Experience,
the league's interactive theme park (Miller).
