Miller Lite has entered into an exclusive partnership with Top Rank, one of boxing’s most prominent promotional companies, aiming to expand its reach into the thriving world of the sport. The announcement was made on December 10th, marking a significant move by the beer brand to engage with boxing’s dedicated fan base.
Top Rank, known for orchestrating some of the biggest fights in boxing history, will now collaborate with Miller Lite to enhance the fan experience during major bouts. Boxing, which ranks as the sixth most popular sport in the United States with 129.6 million fans according to Nielsen Media Research, presents a prime opportunity for Miller Lite to connect with a broad audience.
A key target for Miller Lite in this partnership is the Latino demographic, a group that has a significant presence in the boxing world. Data from Circana Shoppersights reveals that Latinos of legal drinking age account for 40% of boxing viewership in the U.S., a crucial market for the brand.
Under the terms of the partnership, Miller Lite, which is part of the Molson Coors beverage family, will see prominent branding in the boxing ring during events, as well as extensive on-site and digital advertising. The collaboration officially kicked off on December 7th, during the highly anticipated rematch between Emanuel Navarrete and Oscar Valdez, where Navarrete emerged victorious. The deal will run through 2025, with plans for continued promotion at Top Rank events.
Brian Kelly, Chief Revenue Officer at Top Rank, expressed excitement about the partnership, saying, “At Top Rank, we are proud to join forces with Miller Lite to elevate the fight night experience, making every punch more thrilling and every moment more memorable. This partnership celebrates unforgettable nights and the passionate fans who make them special.”
Alan Bremerkamp, Director of Marketing for Miller Lite, emphasized the strategic nature of the alliance. “Boxing is one of the fastest growing sports in the U.S., so it made sense to join forces with boxing industry leader Top Rank,” he said. Bremerkamp also highlighted Miller Lite’s long-standing ties to the sports world, referencing the brand’s historic “Great Taste, Less Filling” campaign from 1975, along with its current partnerships in football and baseball.
This deal marks Miller Lite’s latest effort to strengthen its presence in the sports industry, leveraging Top Rank’s reputation to reach a wider, passionate fanbase.
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