Pride. Passion. Commitment to winning. Not only can these words be used to describe our employees at MillerCoors, but they’re also deeply rooted in the sport of soccer (ó fútbol si hablas español). The most popular sport in the entire world, soccer, is also hugely popular in the United States, especially with Hispanic consumers.

There’s a tremendous support for each nation’s team, as they represent not only their country but also the pride of their nation’s people. As the highest-level competition for the CONCACAF Region (representing North America, Central America and the Caribbean), the Gold Cup is the largest stage for these national teams outside of the World Cup.

Held once every two years, the Gold Cup tournament crowns a champion for our region of the world, along with a great opportunity to connect with a huge, passionate and engaged group of fans. As the Official Beer of the Gold Cup tournament, Miller Lite is the only beer that delivers this authentic soccer experience to real soccer fans across the country, creating the best fútbol moments only real friends deserve.

18pk cans

This summer’s Gold Cup tournament came to an end this Sunday, as the USA team was crowned the Gold Cup Champion at Chicago’s Soldier Field. The USA Team played a great game against Panama and won 1–0.

Miller Lite has connected soccer fans to their passion throughout the summer, with 25 games being played in 13 different major markets across the country. In each of these markets, Miller Lite has offered insider access for groups of friends to experience these games, turning Gold Cup matches into Miller Time. We’ve also supported all of the fans watching their teams at home with custom packaging and big displays at retail along with ticket discount offers.

Retail Look

At the game sites themselves, Miller Lite has been heavily integrated into the game day experience, hosting large tailgates with fan experience areas. Fans were even able to take their pictures with the Gold Cup trophy, providing a once-in-a-lifetime connection for Miller Lite loyalists. In addition, we challenged fans to prove their passion for the game by getting Miller Time haircuts for free tickets and VIP experiences.

HairML

With MillerCoors commitment to drunk driving prevention, designated driver booths were set up at all 13 matches. Designated drivers were rewarded with arm bands for pledging to be the captain of their team and getting everyone home safe.

Whether you saw the Gold Cup Final at home with your buddies, or in person at Soldier Field this Sunday, we hope you had plenty of cold Miller Lite on hand. Hanging with your crew, watching blistering soccer played by world-class teams—you’ll want to make it Miller Time!