MillerCoors, the Milwaukee Bucks and the BMO Harris Bradley Center announced a 10-year sponsorship renewal that maintains the brewer’s status as the team’s exclusive beer sponsor and a major supporter of the arena.
Financial terms of the deal were not released.
The company’s two largest brands will play prominent roles in the deal. Coors Light will be at the center of external marketing efforts in support of the Bucks, including retail activation and advertising. Miller Lite will be the focus for in-arena assets at the BMO Harris Bradley Center. The MillerCoors relationship with the Bucks dates to 1968, the franchise’s first season.
“The Milwaukee Bucks are an important part of what makes this city special, and they have been a great partner to us for many years,” said Tom Long, MillerCoors chief executive officer. “The franchise has a lot of young, exciting talent and strong leadership, all pointing to a bright future. We’re excited to be part of that future, with the team and with the BMO Harris Bradley Center.”
The renewed sponsorship includes rights for the brewery to use the team’s name and marks in developing consumer and retail promotions; extensive in-arena signage and marketing; advertising during the team’s radio and TV broadcasts; presence on the team’s digital platforms; and hospitality benefits.
“MillerCoors has been a major sponsor of the Bucks since 1968, and we are honored that MillerCoors has chosen to continue that relationship for the next 10 years,” said Sen. Herb Kohl, owner of the Bucks. “Their support for sports, entertainment and the arts throughout the state is essential to the quality of life we enjoy in Wisconsin.”
The Bucks are entering their 45th season of competition in the National Basketball Association (NBA).
