Originally written on Sports Business Digest  |  Last updated 10/28/14

The Milwaukee Bucks and the BMO Harris Bradley Center have announced a 10-year sponsorship renewal extension for the team's exclusive beer sponsor, MillerCoors. The two largest brands of MillerCoors -- Coors Light and Miller Lite -- will both play prominent roles in the extension, with Coors Light being heavily involved in the external marketing efforts for the Bucks and Miller Lite focusing on the in-arena assets at the BMO Harris Bradley Center.
“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 CEO. “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 10-year renewal will take the MillerCoors/Milwaukee Bucks partnership into their fifth decade, with the two entities first partnering in 1968, the Bucks first season. Financial details of the renewal were not disclosed.
“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 Senator Herb Kohl. “Their support for sports, entertainment and the arts throughout the state is essential to the quality of life we enjoy in Wisconsin.”

Under the deal, MillerCoors will also be able to use the team's name and marks in developing marketing initiatives, and they will receive significant in-arena signage and advertising during the team's radio and TV broadcast, and presence throughout the Bucks social media channels.

MillerCoors renewal continues to show their support for the state of Wisconsin, as the company renewed a sponsorship deal with the Green Bay Packers earlier this year, and they are also a major sponsor of Milwaukee's Major League Baseball team, the Milwaukee Brewers.

(via Milwaukee Bucks)
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