Miller Brewing Company plans to keep Miller Lite’s position as the Dallas Cowboys’ beer sponsor in a landmark 12-year deal.
The deal extends a 30-year marketing partnership between Miller Brewing and the NFL squad touted as “America’s Team.”
As part of the new pact, Miller Lite Champions Plaza will be one of the main entries in the Cowboys’ stadium. A Miller Lite sign will be a very visible image in the bowl of the stadium. The Cowboys will enter the stadium through a Miller Lite Club on the event level. And a Miller Lite entertainment area will be situated in one of the end zones.
The stadium will also feature two beer gardens. Miller Lite will continue to have rights to use the Cowboys classic lone star logo on its packaging.
Miller’s sponsorship rights cover the state of Texas, except for the Houston area, where the NFL has another franchise in the Houston Texans.
During the Cowboys final season in their present stadium, Miller plans a “You Could Take Home History” on-site promotion with weekly giveaway of game tickets, Cowboys merchandise and stadium collectibles.
The Cowboys are popular among Hispanic NFL fans, and Miller intends to play off that with its “Vive La Experiencia de Los Cowboys” to give Hispanic fans a shot at tickets and merchandise.
In a statement about the deal, Tom Long, Miller president and CEO, said his company was excited about continuing its relationships with one of the sporting world’s “premier organizations” with the opportunity ot be part of the “next great era in Cowboys football.”