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Wings, MillerCoors renew partnership

by Rick Bowness / Detroit Red Wings
DETROIT – The Red Wings and MillerCoors today announced that the venerable organizations’ longstanding partnership agreement will continue through the 2015-16 National Hockey League season. MillerCoors’ relationship with the Red Wings dates back to 1993 and has proven to be one of the most enduring and successful marketing partnerships in all of professional sports throughout its impressive tenure.

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“Continuing our strong alliance with the Red Wings was an obvious choice on several fronts,” said Ryan Luckey, MillerCoors director of sports and event marketing. “The team is a perennial power with one of the most loyal fan bases in all of sports. From a marketing perspective, the Red Wings are a great partner that’s proactive in finding ways to help us get the most out of the sponsorship. And it’s a great fit with our brands: Miller Lite is all about encouraging people to ‘taste greatness,’ and Molson Canadian is synonymous with hockey.”

As part of this contract extension, Miller Lite will maintain its status as the Official Domestic Beer of the Red Wings while Molson Canadian will remain the team’s Official Imported Beer. The Miller Lite Party Deck will also continue to be a premium viewing area on the suite level at Joe Louis Arena, with 60 sports fans set to enjoy the thrill-a-minute action of NHL hockey from a first-rate mega-suite at every Red Wings home game for the next half-decade.

“We’re thrilled to continue on with what has been a thoroughly rewarding partnership with MillerCoors, and we look forward to another fantastic five years together,” said Olympia Entertainment President Tom Wilson. 

In addition to featuring a wide variety of marketing initiatives, an exciting new element of the iconic brands’ partnership will include an “Honorary Red Wing” contest. Fans 21 and older will have the chance to win a once-in-a-lifetime day in the life of an NHL player experience. Further details regarding this promotion will be announced at a later date.

About the Red Wings: The Detroit Red Wings hockey club, an Original Six member of the National Hockey League and 11-time Stanley Cup champion, was purchased by Michael and Marian Ilitch in 1982. Other Ilitch companies in the food, sports and entertainment industries include: Little Caesars Pizza, Blue Line Foodservice Distribution, Ilitch Holdings, Inc., Olympia Entertainment, Olympia Development, Little Caesars Pizza Kits Fundraising Program, Champion Foods and Uptown Entertainment. Michael Ilitch owns the Detroit Tigers. Marian Ilitch owns the MotorCity Casino Hotel.

About MillerCoors: MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great-tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies.  MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. The new MillerCoors craft and import company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisconsin, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.
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