No Fear Bears' fans

The Bears announced Miller Brewing Company as the team's first Hall of Fame partner. The 10-year agreement makes Miller Brewing the "Official Beer Sponsor" of the Chicago Bears and Soldier Field and provides Miller with exclusive rights in the beer category to Bears team marks.

"The Bears have teamed up with Miller Brewing Company to form a pre-eminent, exclusive partnership," Bears Chief Marketing Officer Dave Greeley said. "This commitment by both organizations will not only enhance the impending opening of the new Soldier Field, but also deliver great value for Bears fans and Miller customers everywhere. Miller, like the Bears, has a dominant presence in the Chicagoland area. This combined force of two great winning traditions is a tremendous starting point for the Bears with their corporate marketing efforts surrounding the new Soldier Field."

The Bears Hall of Fame Partner marketing program will include up to 10 corporations as founding sponsors of the new stadium at Soldier Field. One of these premier partners of the team could become the "Presenting Sponsor" of Bears football. Companies in this category will enjoy long-term, multifaceted opportunities with the Bears and a unique presence in the new stadium. In addition to joining the Bears marketing efforts throughout the year, Hall of Fame partners will develop a specifically defined area at Soldier Field to create a thematic experience for fans featuring virtues of Chicago, the Bears and Soldier Field. Miller will sponsor the "Miller Lite Party Deck" in the North end zone at Soldier Field.

Additionally, other Hall of Fame zones could include a planned 30,000-40,000 square foot courtyard, a "Bears Walk of Fame" on the stadium's mezzanine level and a Soldier Field/Bears Gallery in the west hall of the storied venue.

Hall of Fame partners will also be integrated into other Bears marketing opportunities involving team broadcasts (both radio and television); website, community relation activities, advertising and events conducted for Bears fans year-round. Miller's partnership entails all of these Bears marketing vehicles, including hospitality elements, such as suites and club seats. An additional example of Miller's involvement with the team is its sponsorship of a Bears-themed Draft Day party for fans. The inaugural "Miller Lite Bears Draft Day Party" will be in April, 2003.


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