Miller Lite the US beer brand owned by MillerCoors has become an official sponsor of the 2011 Concacaf Gold Cup, the senior international championship for countries in north and central America.

The brand will be granted the rights to use the Gold Cup logo on its packaging, in national and local advertising and marketing campaigns according to Sports Pro Media. The deal will also see Miller Lite included in stadium signage, video features and promotional materials surrounding the tournament.

Concacaf Deputy Secretary General Italo Zanzi said: “We are very excited to have Miller Lite on board once again. We are confident that their involvement will make the 2011 Gold Cup even better and serve as a foundation for a fruitful long-term partnership.”

In another deal agreed by Major League Soccer marketing arm Soccer United Marketing, Miller Lite will also sponsor Mexican Primera División club Chivas de Guadalajara for the next three years. Miller Lite will be entiled to use Chivas trademarks for advertising and marketing in the US, and will be the presenting sponsor for all of its games there. In addition, Miller will be provided with signage at the team’s home Estadio Omnilife, and will be allowed access to its famously all-Mexican playing staff for its promotions.

Francisco Suinaga, director of business development for Chivas de Guadalajara, said: “Chivas de Guadalajara is very proud to represent its millions of fans in the United States, and we are very satisfied in being able to celebrate these types of alliances with our commercial partners. During our U.S. tours, we look forward to working with Miller Lite, as we will be able to reach our fans via the company’s successful platforms.”

Miller Lite vice president of marketing Grant Leech said the two deals formed part of an “ongoing commitment to soccer”.

Source: fcbusiness.co.uk

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