On March 28, Molson Coors announced that it had reached a multiyear partnership agreement with the Chicago White Sox continuing a relationship that reaches back over thirty years.

This news comes on the heels of an earlier announcement that local Chicago breweries Goose Island (which is owned by Anheuser-Bush)  and Revolution Brewing (which is not) would no longer be sponsors of the team.

What makes this new agreement with the Chicago-based company even more impressive is that Molson Coors is the ‘official sponsor’ of three different beverage segments, traditional beer (Miller Lite), crafty beer (Leinenkugel’s) and Hard Seltzer (Vizzy).

Other Molson Coors beverages will also have a presence, including the non-alcoholic ZOA Energy Drink, co-founded by Dwayne “The Rock” Johnson, and ready-to-drink cocktails from Molson Coors’ Superbird line. They just won’t be ‘official.’

The new deal also includes naming rights of multiple spaces at the ballpark, including Miller Lite Landing, the Leinenkugel’s Craft Lodge and the Vizzy View Bar plus signage throughout Guaranteed Rate Field.

“Nothing beats watching a ball game with a cold drink in hand, and now, Molson Coors and the White Sox are bringing more beverage and entertainment options to the park than ever before,” said Adam Dettman, Molson Coors’ Head of Partnerships. We’re proud to resume our 30-plus year partnership and make the gametime experience all the more exciting.”

The White Sox organization seemed pretty pleased with the deal as well…

“For decades, the White Sox and Miller Lite have been connected with the ballpark experience,” said Brooks Boyer, the White Sox chief revenue and marketing officer…

“As the organization prepares for a new and promising season on the field, this is the perfect opportunity to team up with Molson Coors, a beverage producer powerhouse in the industry and bring in the energy and appeal of its incredible roster of iconic brands like Miller Lite that Sox fans know and love.” 

The White Sox held a 30-year marketing sponsorship with Miller Brewing Company that began in 1986 and was renewed following the 2005 World Series Championship.

In 2016, Miller Brewing Company joined Molson Coors, adding its full line of products to its international portfolio.

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