In beer, football sponsorships are nothing new. Most brands have a presence and historically they rely on borrowed team equities; tapping into the athletes to activate their connection to a team. Miller’s NFL activation had fallen into the same traps as the competition, building the teams and athletes’ brands, but not their own. And although the NFL is Miller Lite’s biggest sponsorship, it wasn’t standing out in-store, or at the tailgate.
This season, Miller Lite wanted to do something different. To play a more meaningful role, they needed to go beyond logo-badging to truly connect to the game’s culture. Football is nothing without the fans after all, and Miller Lite wanted to tap into, and salute, their passion for the game.
