E-Malt.com News article: USA: Miller to be the official beer of Westgate City Center

Clear Channel Branded Cities, a division of Clear Channel Outdoor, today announced a three-year marketing partnership with Miller Brewing Company to make it the Official Beer of Westgate City Center, Business Wire reported May 6. The sponsorship creates a primary tenant position for Miller's brands on the full-motion LED screen, which spans 1,500 square feet located in Westgate's Events Plaza; exclusive beer rights at popular promotional events and activities surrounding the Tostitos Fiesta Bowl, as well as professional football, hockey, auto racing and live music performances taking place at or near Westgate.

Another exciting component is the opportunity to provide branded content to Westgate visitors over the age of 21 via WestgateMobile, a Bluetooth application active throughout this unique entertainment, shopping, dining and residential development in Glendale, Ariz.

Miller is the most recent company to secure exclusive category rights to the extraordinary branding, signage and promotional opportunities available at Westgate City Center. In addition to the static location on the LED screen, Miller will occupy 16 minutes per hour of full-motion video advertising overlooking its dedicated events space in the Events Plaza.

"Westgate provides a strong platform from which to market our brands to consumers during a variety of beer occasions -- sports, entertainment, bar and restaurant and special events," said Dockery Clark, director, Sports Event Marketing and Alliances, Miller Brewing Company. "As the valley continues to expand west we feel that our Westgate partnership positions us perfectly to capitalize on that growth."

Clear Channel Branded Cities is developing large-scale branding opportunities for Westgate. Its spectacular signage represents the largest collective grouping of media structures outside of Times Square in New York City. Anchors Jobing.com Arena and the University of Phoenix Stadium are helping establish Westgate as the leading private mixed-use development in the U.S.

"As an internationally known, lifestyle-centric brand, Miller is an ideal partner for Westgate and for Branded Cities," said Chris McCarver, chief operating officer, Clear Channel Branded Cities. "From the digital signage to the terrific activation and interactive content, Miller is a partner that brings everything to the table."

"Miller's presence at our property sends a strong message that we attract the highest quality entertainment and sports events," said Dave Groff, president, Westgate Entertainment & Sports, Westgate's in-house events and promotions arm. "We are proud to offer their portfolio of products to our millions of visitors."

Clear Channel Branded Cities has successfully positioned Westgate as a media magnet, contracting over 50 years worth of advertising commitments in its first year of operation. Westgate is expected to draw over 26 million visitors per year upon full build-out.

About Miller

As one of America's oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew "confoundedly good beers" with "uncompromising quality." Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that captures approximately 18 percent of U.S. beer sales. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that established the American light beer category in 1975. Miller's latest innovation is Miller Chill, a chelada-style beer brewed with lime and salt to provide a unique twist on refreshment. The company also brews Miller Genuine Draft, Miller High Life, Foster's, Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol brew. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Tyskie and offers the Sparks line of caffeinated alcohol beverages, as well as regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Miller is a wholly owned subsidiary of SABMiller plc, one of the world's leading brewers with a global footprint spread across six continents. For more information, visit www.MillerBrewing.com.

About Westgate City Center

Westgate City Center is a super-regional mixed-use urban development that includes: the Jobing.com Arena; the University of Phoenix Stadium (home of the Arizona Cardinals, the Tostitos Fiesta Bowl, the 2007 & 2011 BCS National Championship Games and the 2008 NFL championship game); a 320-room Renaissance Hotel; and an 80,000-square-foot convention center. Westgate's first mixed-used phase of retail and office opened in November 2006 and includes a 4,000-seat, 20-screen AMC Multiplex Cinema.

Upon completion, Westgate will include up to eight million square feet of retail, entertainment, restaurants, office, residential (2,200 condominiums, lofts, flats and apartments) and five hotels, making Westgate one of the largest commercial real estate developments in North America. Estimated cost for the complete build out of Westgate is approximately $1.5 billion, and Westgate is projected to attract approximately 26 million visitors annually.


08 May, 2008