• July 31, 2009

On Aug. 27, Miller Lite will sponsor a free pre-season event for Dallas Cowboys fans in the team's stadium.

The brand's first "Silver & Blue Debut" event will include an open-to-the-public Cowboys practice, the opportunity for autographs from alumni Cowboys players, and performances by the Cowboys' Rhythm & Blue Dance Team.

A Miller Lite/Cowboys sweepstakes on DallasCowboys.com will give legal-age fans opportunities to win game tickets, memorabilia and special experiences such as a VIP season opening-day package, player-for-a-day and broadcaster-for-a-day prizes, golfing with a Cowboy alumnus player, or a deluxe home-viewing party for an away game.

Miller Lite recently extended its sponsorship deal with the Cowboys to 2020 in the largest sponsorship deal ever for an individual U.S. team outside of naming rights. The deal includes new promotional packaging, partnering in "responsibility" programming at the stadium, and new branded "activation points" within the stadium, such as the Miller Lite Club.--Karlene Lukovitz