The Detroit Lions of the National Football League (NFL) have announced a new multi-year partnership with Miller Lite.
Under the deal, the MillerCoors brand of lager will have naming rights to a bar and activation space at Detroit’s Ford Field called the Miller Lite Taproom.
The location, situated on the north side of the currently under-renovation stadium, will accommodate up to 200 fans for each Lions home game, with guests able to view the on-field action.
Before and throughout the coming NFL season, Miller Lite plans to run competitions offering fans the chance to win tickets to the location, while a range of MillerCoors products will also be served at outlets throughout Ford Field during Lions games and other events.
Additional marketing rights bundled into the deal include presenting sponsorship of the annual Lions Draft Party, integration on the Lions’ digital platforms and stadium signage.
“The Miller Lite Tap Room is one of the more distinct elements of The New Ford Field renovation project,” said Lions 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 sight lines and great food and beverage, the Miller Lite Taproom will be an enviable location to watch the Lions at Ford Field.”