• by Tanya Gazdik , March 28, 2013

Miller High Life is returning as the “official beer of bowling” with a two-year agreement.

The multi-tiered sponsorship contract includes specialized point-of-sale merchandise, prominent brand exposure at bowling events and on-site signage in bowling centers nationwide.

Arlington, Texas-based Strike Ten Entertainment, the bowling industry's marketing and sponsorship division, inked the sponsorship with Miller High Life, a cornerstone of the MillerCoors portfolio, to become the "Official Beer of Bowling."

"With more than 46 million adult bowlers nationwide and more and more people bowling each year, this partnership allows bowlers to celebrate their love of the lanes with the 'champagne of beers'," said Brendan Noonan, brand manager for Miller High Life. "We’ve created a new vehicle to execute other Miller High Life programs like our veteran's initiatives, while reaching thousands of our core consumers."

Highlights of the sponsorship include "Official Beer Sponsor of Bowling" glassware, pitchers, buckets and on-premise signage in more than 2,100 Strike Ten bowling centers across the country. The Miller High Life brand will also be showcased as the major sponsor of several marquee bowling-industry events, trade shows and conferences.

Strike Ten Entertainment is the centralized sponsor-activation arm of the bowling industry. Strike Ten Entertainment serves all organizations of bowling by coordinating the industry's sales and marketing efforts. Its mission is to increase national awareness of bowling and to assist the bowling industry in developing new bowlers and increasing the frequency of existing bowlers each year through promotions, publicity and industry-wide marketing initiatives.