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Miller Lite Gears Up Your Rebano With Great Taste

September 21, 2011


CHICAGO -- Miller Lite, the exclusive beer sponsor of Mexican Primera Division soccer team Club Deportivo Guadalajara, commonly referred to as Chivas de Guadalajara, is gearing up for another season on the field.

This season, Miller Lite is capturing the passion of the "herds" of Chivas' fans with exclusive promotions tailored to the ultimate team-viewing experience through the Chiva-Gol sweepstakes. Legal-drinking-age fans can enter via text or online by following instructions and using codes inside specially-marked Miller Lite packages or on jersey jackets available at retail. Soccer fans can enter the codes up to two times per match to receive their "Chiva-Gol Minute." If the team scores a goal during the assigned minute, the lucky fan wins a prize.

The brand is also launching the Miller Lite Chivas Facebook page that offers exclusive Chivas content and Chivas-related items. Just visit Facebook.com/MillerLite and click on the "Chivas" tab for more information.

"We are excited to be a part of the incredible legacy that is Chivas de Guadalajara," said Al Patel, vice president of multicultural marketing at MillerCoors. "We know how diehard Chivas' fans are and we encourage them to build their rebanos with Miller Lite and some of the great programs we are offering this season, such as the Chiva-Gol promotion and the new Facebook tab."

All who enter the Chiva-Gol Sweepstakes will be rewarded with eligibility for greater prizes the more weeks they play. Fans outside of California can win prize packs that include Chivas gear for the winner and his or her friends and are also automatically entered to win the grand prize, the Ultimate Miller Lite Rebano Viewing Party. California residents have the chance to win other prizes, along with receiving a $15 discount off official Rebano jerseys.

The Miller Lite Chiva-Gol promotion will be featured prominently in bilingual messaging on packaging, on billboards and in retail displays. The brand will also create limited-edition commemorative packaging and a television spot to celebrate its support of the Chivas Rebano. In the interest of building the ultimate Rebano, Miller Lite will outfit selected bars around the country with the ultimate in Chivas-related promotional items including banners, Chiva-Gol jersey jackets, promo specialists and appearances by the team mascot, the Chiva Fighter.

Chivas is one of the most successful Mexican professional football clubs playing in the Primera Division de Mexico, having won a record 11 Primera Division titles, seven Campeon de Campeones and two Copa Mexico tournaments. Miller Lite became the official beer sponsor in the U.S. of Chivas in 2010.


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