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MILWAUKEE -- Miller Lite said yesterday it will be the exclusive worldwide beer sponsor of the 2007 CONCACAF Gold Cup tournament, a major soccer event. The sponsorship is a renewal of the brand's ongoing partnership with CONCACAF (Confederation of North, Central American, and Caribbean Association Football) and comes on the heels of Miller Lite's successful 2006 soccer marketing campaign, "Pasion 10."
The 2007 Gold Cup is scheduled to take place June 6 to June 24, with the tournament's early games played in Boston, Houston, Los Angeles, Miami, and New York. The semi-finals and championship game will be played at Soldier Field in Chicago.
Along with category exclusivity, Miller Lite's involvement in the CONCACAF Gold Cup features inclusion of the Miller Lite brand in print, television, and radio advertising for the tournament; Miller Lite as the presenter of the MVP honor for each match and the tournament overall; and on-field signage at all tournament venues.
"Miller Lite's alliance with the Gold Cup is one of our most critical partnerships," said Dave Dixon, Miller Brewing Co.'s senior director of Hispanic marketing, in a statement. "Coming off the success of last year's Pasion 10 program, the 2007 Gold Cup allows us to interact with one of Miller Lite's most important audiences, legal-drinking-age Hispanic consumers."
The theme for Miller Lite's 2007 Gold Cup program will be "United with Passion," as Miller Lite and the Gold Cup bring together players and fans from throughout North and Central America, the Caribbean, and the United States.
The Miller Lite Gold Cup program will also be implemented in Mexico.