J.J. Watt, a well-known former soccer professional, was recently chosen to represent Miller Lite beer in its football-related activities program.
Former Texans player J.J. Watt, who enjoyed great success as a defensive back for many years with Houston and Arizona, will star in an ad honoring him for wearing number 99 as his jersey. In addition, consumers will be allowed to win Miller Lite products by viewing the ad.
“J.J. embodies soccer and, like Miller Lite, he’s from Wisconsin. And he’s a true Miller Lite fan who is as beloved for what he did on the field as he is for what he does off the field. We couldn’t be more excited to have J.J. as Miller Lite’s new teammate.” said Anne Pando, marketing director for Miller Lite. Aside from the recent announcement, Miller Lite committed to creating more retail tools that will include a full-size J.J. Watt-inspired booth. This will add to the existing product promotion program it had already created with 16 professional teams and themed packaging.
After data showed a 19% increase in sales, Miller Lite is ready to take on the soccer season. Not only has the brand signed several alliance teams, it has also renewed its partnership with ESPN’s fantasy soccer app as part of the secondary packaging for its pints.
On the other hand, Miller Lite has made a big bet by becoming a sponsor of ESPN, the best fantasy soccer app. To top it off, they have launched related podcasts, fantasy-themed packaging and renewed their partnership with DraftKings.
“If we’ve learned anything from our work with ESPN, it’s that game day is every day, whether you’re setting a roster, analyzing scores, annoying friends or watching a game, hopefully with a Miller Lite in hand. There are Miller Time moments Monday through Sunday.”concluded Pando.
