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Miller Beer continues run as exclusive Dallas Cowboys beer sponsor

Miller Brewing Co.and the Dallas Cowboys announced a 12-year extension Tuesday to their years-long partnership, giving Miller Lite exclusive beer sponsorship rights with the club through the 2020 season.

Financial terms weren't disclosed.

The highlights include TV, radio, and print advertising through the Cowboys' media partnerships, use of the Cowboys logo and other trademarks on packaging and point-of-sale displays, and in-stadium branding in clubs, plazas, "consumer zones," beer gardens, and VIP areas.

"Miller Lite will remain the only beer sponsor the Cowboys have ever had, and at the end of the deal will have enjoyed a 30-year partnership with the team," Miller and the Cowboys said in a release.

"Miller Brewing Company is one of the best sports marketers in the country, continually looking for innovative ways to connect with its consumers," Jerry Jones, the Cowboys owner, said in the release. "As with all of our sponsors, our commitment is to do everything we can to help the folks at Miller achieve their objectives in making such a significant commitment to our team."

Miller's sponsorship rights cover all of Texas, except for the Houston area.

The new deal is highlighted by several prominent features in the new Cowboys stadium, due to open in 2009:

  • The Miller Lite Champions Plaza, one of the main entries to the stadium. It will feature pre-game activities and Miller Lite branding.
  • A unique Miller Lite sign within the bowl of the stadium that will become a hallmark visual for fans in the stadium and watching on TV.
  • A Miller Lite club on the event level of the stadium that the team will pass through as it enters the field before games, plus two beer gardens on the concourses.
  • A Miller Lite entertainment area on one of the end zone platforms that includes VIP seating.
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