The Confederation of North, Central American and Caribbean Association Football (CONCACAF) has extended and enhanced its partnership with the MillerCoors brewery.
Under the new agreement, the company’s Miller Lite brand will be the global exclusive beer sponsor of the 2013 Gold Cup, CONCACAF’s premier national team tournament, extending a relationship that was first formed in 2005. Miller Lite will also serve as the exclusive US sponsor of the Confederation’s club team tournament, the Champions League, for the 2013-14 and 2014-15 tournaments.
CONCACAF president Jeffrey Webb said: “Miller Lite’s history and commitment to the sport in our region has left tangible benefits, including increased awareness of our events thanks to their unique activation and promotional strategies.”
Rudy Rodriguez, senior director of multicultural marketing for MillerCoors, added: “Miller Time is all about bringing good friends together for great times over a beer, which is why the Gold Cup and Champions League tournaments are such a perfect fit for Miller Lite. CONCACAF has done a great job of building two special events that bring out the passion soccer fans have for their favourite teams.”