Dallas Cowboy x Miller Lite - Miller Lite: The ONLY beer of the Dallas Cowboys

With a relationship spanning 30 years, it is the only beer of America’s team. So, when the existing deal was set to expire in 2020, we were brought in to help navigate the renewal evaluation and negotiation. With the significant investment, it was critical to optimize partnership assets and further maximize contract value.

We started with a market assessment and a comprehensive review of the current assets, historic execution and results. We gathered feedback across the network and conducted an evaluation of key learnings and best practices to identify innovative opportunities.  

The partnership extension not only expands the reach and commercial impact, but it also elevates the Miller Lite game day experience and year-round engagement with Dallas Cowboys fans.  

With a more flexible approach and modern enhancements, we helped the brand truly maximize its potential for the lifetime of the deal.