Miller High Life Returns As Official Beer of Bowling

Miller_High_LifeMulti-tiered sponsorship contract includes specialized point of sale merchandise.

Strike Ten Entertainment (STE), the bowling industry’s marketing and sponsorship division, has struck up a partnership with Miller High Life, a cornerstone of the MillerCoors portfolio, to become the “Official Beer of Bowling.”

Strike Ten Entertainment and Miller High Life have inked a new two-year agreement that will enable the brand to capitalize upon a tremendous platform and nationwide footprint, including the ability to offer Miller High Life in bowling centers throughout the country.

“With more than 46 million adult bowlers nationwide and more and more people bowling each year, this partnership allows bowlers to celebrate their love of the lanes with the Champagne of Beers,” said Brendan Noonan, brand manager for Miller High Life. “As the ‘Official Beer of Bowling,’ we’ve created a new vehicle to execute other Miller High Life programs like our veteran’s initiatives, while reaching thousands more of our core consumers. We couldn’t be more thrilled to showcase the Miller High Life values to bowlers nationwide.”

Highlights of the sponsorship include specialized point of sale items, “Official Beer Sponsor of Bowling” glassware, pitchers, buckets and prominent on-premise signage in more than 2,100 Strike Ten bowling centers across the country.  The Miller High Life brand will also be showcased as the major sponsor of several marquee bowling-industry events, tradeshows and conferences.

“Aligning bowling with Miller High Life pairs one of the nation’s favorite sports and recreational activities with one of America’s strongest and most recognizable brands along with being a great beer,” said Frank DeSocio, president at Strike Ten Entertainment. “We could not be more proud to team up again with Miller High Life, a brand with great heritage, values and roots entrenched in American culture, just like the sport of bowling.”

 

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