MillerCoors, the Milwaukee Bucks and the BMO Harris Bradley Center today announced a 10-year sponsorship renewal that maintains the brewer’s status as the team’s exclusive beer sponsor and a major supporter of the arena. Financial terms of the deal were not released.
The company’s two largest brands will play prominent roles in the deal. Coors Light will be at the center of external marketing efforts in support of the Bucks, including retail activation and advertising. Miller Lite will be the focus for in-arena assets at the BMO Harris Bradley Center. The MillerCoors relationship with the Bucks dates to 1968, the franchise’s first season.
“The Milwaukee Bucks are an important part of what makes this city special, and they have been a great partner to us for many years,” said Tom Long, MillerCoors CEO. “The franchise has a lot of young, exciting talent and strong leadership, all pointing to a bright future. We’re excited to be part of that future, with the team and with the BMO Harris Bradley Center.”
The renewed sponsorship includes rights for the brewery to use the team’s name and marks in developing consumer and retail promotions; extensive in-arena signage and marketing; advertising during the team’s radio and TV broadcasts; presence on the team’s digital platforms; and hospitality benefits.
“MillerCoors has been a major sponsor of the Bucks since 1968, and we are honored that MillerCoors has chosen to continue that relationship for the next ten years,” said Senator Herb Kohl. “Their support for sports, entertainment and the arts throughout the state is essential to the quality of life we enjoy in Wisconsin.”
This renewal not only reinforces the MillerCoors commitment to the BMO Harris Bradley Center, the Bucks and its fans, but also underscores the company’s long-standing support for the state of Wisconsin. Earlier this year, MillerCoors announced a multi-year renewal of its exclusive sponsorship with the Green Bay Packers. The brewery also is a major supporter of the Milwaukee Brewers, Wisconsin State Fair, Summerfest, Wisconsin Center District and numerous local fairs and festivals across the state. Over the years, MillerCoors and its distributors have invested millions of dollars supporting local non-profits and employees have volunteered thousands of hours to community service.
About The Milwaukee Bucks
The Milwaukee Bucks are entering their 45th season of competition in the National Basketball Association (NBA). The Central Division franchise has been solely owned by Milwaukee native, businessman and U.S. Senator Herb Kohl since 1987. The Bucks have a long history of basketball success, having won the 1971 NBA Championship after just three seasons of play. No other professional sports team has accomplished that feat. Thirteen division titles, two conference championships, and 26 post-season playoff appearances are among the team’s achievements. Numerous Bucks players, coaches, and contributors are included as members of the Naismith Memorial Basketball Hall of Fame. The organization accepts its role in the community as a corporate citizen that can make a difference through numerous charitable and philanthropic endeavors. As highly visible individuals, Bucks management, coaches and players join staff in initiatives to assist, motivate and create opportunities to better the lives of all in Wisconsin, particularly youth.
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.