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Miller time for CONCACAF

American brewery MillerCoors has extended and expanded its partnership with the Confederation of North, Central American and Caribbean Association Football (Concacaf), reports SportsPro. The deal will see MillerCoors' beer brand Miller Lite continue as the official exclusive beer sponsor of the Gold Cup - Concacaf's premier national team competition - for a ninth time in 2013.

In addition, Miller Lite will become the exclusive US sponsor of the confederation's club team tournament, the Concacaf Champions League, in 2013/14 and 2014/15. The deal also includes naming rights to the Miller Lite MVP award.

The deal will entitle Miller Lite to use the tournament's intellectual property for advertising and marketing materials, while the US beer brand will also receive brand exposure in each tournament's marketing material. No financial terms were announced.

"We are excited to have Miller Lite partnering again with Concacaf supporting our top two tournaments," said Concacaf president Jeffrey Webb.

"Miller Lite's history and commitment to the sport in our region has left tangible benefits, including increased awareness of our events thanks to their unique activation and promotional strategies. Rudy Rodriguez, senior director of multicultural marketing for MillerCoors, added:

"Concacaf has done a great job of building two special events that bring out the passion soccer fans have for their favourite teams. We look forward to being part of the celebration, whether you're watching the game in the stadium, at a bar or in your living room with all your buddies."

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Dave Williams

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