According to PRNewswire, Miller Lite, the exclusive beer sponsor of the 2011 CONCACAF (Confederation of North, Central American, and Carribean Association Football) Gold Cup, is bringing soccer fans closer to the tournament action this summer.
The Miller Lite Taste Points promotion going on this summer gives legal-drinking-age fans a chance to win an assortment of soccer-related prizes, including a VIP trip for four to the Gold Cup Final game. Consumers must text an official code found on specially marked packages and their date of birth to 80153 in order to receive their Taste Points. They will then combine their Taste Points with friends to enter for a chance to win prizes. Fans will also be eligible for discounts of up to 20 percent off of Gold Cup tickets through in-store promotions featuring mail-in rebates in certain markets.
“We’re thrilled to be able to offer soccer fans unprecedented access to the Gold Cup,” said Al Patel, senior director of multicultural marketing at MillerCoors. “We encourage beer drinkers to ‘Taste Greatness’ and that’s exactly what we’re helping them do through our continued support of this great tournament. Only Miller Lite gives you the chance to win a Gold Cup experience that will make you the envy of all your friends.”
Miller Lite will also present the “Miller Lite Man of the Match” to the top player in each game as selected by the media, as well as the “Miller Lite MVP” to the player voted the best in the tournament. The brand will be at games to recruit fans to sign up to be a designated driver, furthering the MillerCoors campaign to recruit one million fans to pledge to drink responsibly and always designate a driver or take a taxi when necessary. Off the field, the Gold Cup will be featured in advertising, on packaging and on point-of-sale materials. The brand will create limited-edition commemorative cans and a related television spot to celebrate its role in the tournament.
“Miller Lite’s partnership has proven to be a foundation for a fruitful and long-term relationship,” said CONCACAF Deputy Secretary General Italo Zanzi. “We are looking forward tot hem bringing their fans into the action this season and experience the Gold Cup first hand.”
Gold Cup games will be played June 5 through June 25, 2011. The tournament will conclude with a championship game at the Rose Bowl in Pasadena, California, with the winning team earning a spot in the 2013 FIFA Confederations Cup as its regional representative.
