Press Release Molson Coors and White Sox Announce Miller Lite Return to Stadium with Multi-Year Partnership Agreement

CHICAGO – Molson Coors has entered into a multi-year partnership agreement with the Chicago White Sox, becoming the Official National Beer, Official Craft Beer and Official Hard Seltzer Partner of the White Sox.

The deal with the world’s most beloved and iconic beer producer, including Miller Lite, continues the three-decade relationship between the two legendary brands.

“Nothing beats watching a baseball game with a cold drink in hand, and now Molson Coors and the White Sox are bringing more beverage and entertainment options to the park than ever before,” said Adam Dettman, Chief partnerships at Molson Coors. “Fans can expect to see Miller Lite, Leinenkugel’s, Vizzy Hard Seltzer and more all performing in style at the ballpark. We are proud to resume our 30+ year partnership and bring the experience of game even more exciting.

“For decades, the White Sox and Miller Lite have been connected to the ballpark experience,” said Brooks Boyer, White Sox chief revenue and marketing officer. “As the organization prepares for another promising season on the pitch, this is the perfect opportunity to team up with Molson Coors, an industry-strength beverage producer, and bring the energy and appeal of its incredible roster of iconic brands like Miller Lite that Sox fans know and love.

In addition to the fan-favorite Miller Lite, the strategic partnership provides Molson Coors with prominent stadium-wide branding for its flagship products, including Leinenkugel’s and Vizzy Hard Seltzer. In addition, other Molson Coors brands will be featured, including non-alcoholic energy drink ZOA, co-founded by Dwayne “The Rock” Johnson, and ready-to-drink cocktails from Molson Coors’ Superbird brand.

The new deal includes the naming rights to several spaces, including Miller Lite Landing, Leinenkugel’s Craft Lodge and Vizzy View Bar, as well as signage throughout the stadium, such as LED video panels, numerous advertisements and in-game promotions, multiple promotional gift experiences. in 2022, as well as promotions in the market.

Historically, the White Sox have held a 30-year marketing sponsorship with Miller Brewing Company that began in 1986 and was renewed after the 2005 World Series Championship. In 2016, Miller Brewing Company joined with Molson Coors, adding its full range of products to its international portfolio. Molson Coors is one of the world’s largest beverage producers and offers a collection of brands designed to unite people and celebrate all of life’s moments.

Comments are closed.