With the return of the NFL’s 2024 season just weeks away, Miller Lite is getting into GameDay mode, with special pro football alliances, an ESPN Fantasy Football partnership and a new All Star spot.
Here’s the deal…
Football is the most popular professional sport in the US. There are 32 teams in the NFL which are then split into two conferences made up of 16 teams, the American Football Conference (AFC) and the National Football Conference who play 17 games in the regular season at 30 stadiums across the nation.
The NFL is one of the most watched sports franchises in the world and Miller Lite is all about the return of the 2024 football season.
With 18 NFL alliances, an ESPN Fantasy Football partnership, a national promotion and a new All Stars spot for its “Great Taste, Less Filling” campaign, Miller Lite is going all out this season.
“Football is the biggest time of year for Miller Lite,” associate marketing manager for Miller Lite, Molly Long told Beer & Beyond. “It’s a huge part of Miller Lite’s DNA.”
Having locked up 18 NFL alliances, Miller Lite now has official partnerships with more than half of the league’s teams, and with that partnerships fans can expect to see special packaging in their markets and all kinds of team-specific promotions.
“With those partnerships, we will have custom packaging that really works for us in each of our markets,” says Long. “We also have strong on- and off-premise tools to make sure the brand shows up wherever 21+ fans of its alliance teams are.”
Miller Lite is also continuing its partnership with ESPN Fantasy Football, the top-rated fantasy sports app. Throughout the season, the brand will appear online, and in the app, so players associate Miller Lite with every fantasy football transaction and game.
“The partnership with ESPN Fantasy Football gives us a national reach, so people are interacting with Miller Lite even where we don’t have an alliance,” Long said. “And with fantasy football, it’s not just a once-a-week experience. Fantasy football is a week-long experience. You need to set your lineup, trade players and trash talk with your friends.”
Fans will also see a new All Stars spot for its “Great Taste, Less Filling” campaign. Miller Lite is going all out this season.
“When it launched in 1975, the original ‘Great Taste, Less Filling’ debate featured professional football players, so the sport has always been integral for us.”
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