CHICAGO, July 21, 2015 -- MillerCoors will extend its sponsorship of the Minnesota Vikings to become a Founding Partner of the new U.S. Bank Stadium and the official beer partner of the team. As the exclusive beer partner of the Vikings since 2002, MillerCoors will continue to leverage its portfolio of innovative brands to create unique fan experiences and further support local community initiatives.
The 10-year Founding Partner agreement includes prominent signage and unique guest entertainment throughout U.S. Bank Stadium, including a large party deck in the southwest corner of the stadium and custom-branded space within the recently unveiled Club Purple. MillerCoors will continue to host pre-game festivities, building off of the popular Party on the Plaza, outside U.S. Bank Stadium prior to Vikings home games.
MillerCoors will showcase a variety of brands throughout U.S. Bank Stadium including Miller Lite, Coors Light, Redd's Apple Ale and selections from the Blue Moon Brewing Company and Jacob Leinenkugel Brewing Company. MillerCoors will bring the brands to life beyond the stadium through custom team packaging, exclusive consumer promotions and Vikings-themed point of sale throughout the region.
"With enhanced amenities on game days and expanded in-market promotions, this partnership goes hand-in-hand with the Vikings goal of providing an unprecedented experience for our fans," said Vikings Executive Vice President and Chief Marketing Officer Steve LaCroix. "Continuing our existing strong partnership with MillerCoors was obvious, but to be able to grow it in a way that will benefit Vikings fans is what we are looking forward to the most."
"We are excited to expand our longstanding partnership with the Minnesota Vikings and be a part of this incredible stadium and historic franchise," said MillerCoors Chief Marketing Officer David Kroll. "We look forward to showcasing our diverse portfolio of beers while giving Vikings fans the ultimate game-day experience."
In addition to stadium activation, MillerCoors will continue to participate in local team and community initiatives supported by the Vikings. MillerCoors has raised more than $1 million since the 2000 season for the Vikings' charities.
U.S. Bank Stadium is set to open in July 2016 and features a design inspired by the state of Minnesota as well as the country's largest ETFE roof and the world's largest pivoting glass doors. The stadium will be one of the most technologically-advanced in the country, providing an unmatched game-day setting for fans.
About U.S. Bank Stadium Founding Partners
Each Founding Partner of U.S. Bank Stadium will have an iconic branding position(s) within the world-class sports and entertainment venue that will serve as the Minnesota Vikings home beginning in 2016. Not only will the Founding Partners help provide a superior experience for stadium users, but these organizations will also align with the Vikings efforts to have a positive impact on the Minneapolis-St. Paul community and the State of Minnesota.
Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel's Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company, which celebrates its 20th Anniversary this year. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using fresh-pressed American juice. The company imports world-renowned beers such as Italy's Peroni Nastro Azzurro, the Czech Republic's Pilsner Urquell and the Netherlands' Grolsch. MillerCoors also offers pioneering new brands such as the Redd's franchise, Redd's Wicked and Smith & Forge Hard Cider. MillerCoors seeks to become America's best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.