USA: Miller Brewing extends contract with Indianapolis Motor Speedway

Miller Brewing announced May 23 that it has agreed to a four-year contract extension with Indianapolis Motor Speedway as the legendary track’s Official Malt Beverage sponsor. The new deal extends Miller’s sponsorship through 2009, encompassing IMS’ 100th anniversary celebration in 2009.

Miller Lite will continue as the Official Malt Beverage of the Indianapolis 500 and the Allstate 400 at the Brickyard, as well as Miller Lite Carb Day leading up to the Indianapolis 500. Miller has had a presence at IMS since the 1973 Indianapolis 500, when Miller High Life sponsored the car driven by Jim Hurtubise.

“Our partnership with the Speedway epitomizes Miller’s commitment to sports alliances that enable us to build our brands and our business,” said Tom Long, Miller’s chief marketing officer. “Indianapolis Motor Speedway is an icon in American motorsports, attracting hundreds of thousands of fans each year, with millions more watching on TV. We’ll aggressively leverage this sponsorship to ensure that whenever legal-drinking-age consumers think of Indy, they’ll also think of Miller Lite.”

Long said Miller's new partnership with IMS is a prime example of the brewer's new strategy for sports and alliance marketing. The company’s objectives with sports marketing properties are to: 1) Build upon a particular brand idea, 2) Provide Miller with a leadership role wherever necessary, and 3) Establish alliances that focus on the varying passions of our target consumers. By accomplishing these objectives, Long said, Miller will provide memorable experiences for consumers that increase their loyalty to Miller brands.

In addition to signage, advertising, promotions and hospitality, Miller’s alliance with IMS will continue to feature the Miller Lite Party Deck during the Indianapolis 500 and Allstate 400 at the Brickyard. Located in the fourth turn, this 300-person capacity viewing area gives lucky fans a unique perspective on the races.

Indianapolis Motor Speedway President and Chief Operating Officer Joie Chitwood said the commitment of partners such as Miller is pivotal to the track’s continued success.

“We’re pleased to extend our long-running partnership with Miller Brewing,” Chitwood said. “It provides us with a strong, long-term platform from which we will continue to promote our events at the Speedway and increase our loyal fans’ strong allegiance to Miller brands.”

This year, the 90th Indianapolis 500 is scheduled for Sunday, May 28, and the 13th Allstate 400 at the Brickyard is slated for Sunday, Aug. 6.

As one of America’s oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew ‘confoundedly good beers’ with ‘uncompromising quality.’ Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of the U.S. beer market.

Miller’s flagship brand, Miller Lite, is the great tasting, less filling beer that defined the American light beer category in 1975. The company also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process Miller introduced in 1985. Miller's oldest brew is Miller High Life, the champagne of beers. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Foster's, and brews regional craft beers Leinenkugel's and Henry Weinhard's. Near-premium beers include Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol brew.

Miller is a wholly owned subsidiary of SABMiller plc, the world’s second-largest brewer.

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