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Miller Lite partners with Detroit Lions
Beer brand Miller Lite has signed a sponsorship deal with NFL franchise the Detroit Lions, including a taproom at the team’s new stadium.
Ford Field, home of the Detroit Lions
Key to the “multiyear partnership” will be a new bar and taproom at the Lion’s home stadium, Ford Field, which is currently undergoing a US$100 million revamp.
The Miller Lite Taproom will be on the fifth floor of the stadium on the north side and will be able to accommodate 200 fans. It will be the first time that Miller Lite has been served at Ford Field.
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The design of the bar is said to be inspired by, “a classic Detroit neighbourhood bar”. It will also serve food and fans arriving early enough will be able to nab those seats with a view of the field.
“The Miller Lite Tap Room is one of the more distinct elements of The New Ford Field renovation project,” said Detroit Lions Team President Rod Wood.
“Miller Lite is playing an active role in helping us complete this new communal fan experience and making it unique to our stadium. With excellent sightlines and great food and beverage, the Miller Lite Taproom will be an enviable location to watch the Lions at Ford Field.”
Chris Hudgens, MillerCoors general manager – sales, Michigan, said: “We’re thrilled to be a part of the Lions family and share the new Miller Lite Taproom with fans. It’s a great fit.”
The partnership will also allow Miller Lite to use the Detroit Lions’ logos and marks, label itself as an “official beer” of the team and place promotional material within the stadium itself.
Anheuser-Busch’s Bud Light brand is the ‘official beer’ of the NFL as a whole and 27 of the league’s 32 teams. Bud Light will remain an official beer of the Lions and will be available at the ground (see below) but is now sharing game-time beer duties with Miller Lite.
The Miller Lite Taproom will be just one of numerous bars, concessions and taprooms at the New Ford Field, which is expected to be complete in August this year.
Other hospitality areas include a 275-seat bar, a 106-seat ‘Gridiron Club’ and various private terraces and suites.
MillerCoors is the official beer sponsor of four NFL franchises including the Lion’s divisional rivals; the Chicago Bears, Green Bay Packers and Minnesota Vikings and the NFC East team the Dallas Cowboys.