How MillerCoors brews up sponsorship success

Stephen Whiteside

This event report outlines how MillerCoors, the brewing giant, establishes and activates its sponsorship priorities.

MillerCoors is using sponsorship to tap millennials' unquenchable thirst for unique experiences.

"It's all about connecting with millennials – and really connecting on their passion points," Marques Jackson, Brand Manager/Sports & Entertainment Marketing at MillerCoors, told delegates at IEG's 34th Sponsorship Conference.

"As you think about our business and our franchises – particularly with Miller and Coors – they are somewhat aging franchises. So, we're always thinking about how can we reconnect with millennials, and recruit millennials back into the franchise, or into the franchise as new drinkers."

The brand's tie-ups with what Jackson described as "stick, bat, and ball"...

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