USA: Miller Brewing reaches new sponsorship deal with Milwaukee Bucks

Miller Brewing Co. has reached a new five-year sponsorship agreement with the Milwaukee Bucks that will continue Miller's status as the official malt beverage sponsor of the National Basketball Association team, The Business Journal of Milwaukee published March 19.

The agreement also includes The Miller Lite Home Court, an oversized suite at the Bradley Center, which Miller has used this season to entertain employees and customers.

The new partnership continues Miller's exclusive malt beverage sponsorship of Bucks game radio and cable television broadcasts on the Bucks Radio Network and Fox Sports Net-Wisconsin. Market-wide promotional efforts also will incorporate the Bucks Energee! Dance team and establish a Miller Lite microsite on Bucks.com, the official Web site of the Milwaukee Bucks.

"For 40 years, the Bucks have been an integral part of the Milwaukee landscape and Miller has been proud to be associated with the team throughout its history," said Dockery Clark, Miller's director of sports and alliance marketing. "We look forward to a great future with the team and its fans throughout the region."

Terms of the agreement were not disclosed. The signing of Miller Brewing to a new sponsorship deal is important to the Bucks as the team tries to increase its revenue.

"Miller Brewing and its Wisconsin distributors have been major supporters of Bucks basketball for 40 years, with a Bradley Center presence for over 20 years," Bucks vice president Ron Walter said.

21 March, 2008