Miller High Life Returns as the 'Official Beer of Bowling'

GOLDEN, Colo. – Miller High Life will again be sponsoring plenty of strikes, spares and perhaps some perfect games.

The cornerstone brand in the MillerCoors Brewing Co. portfolio struck a new two-year agreement with Strike Ten Entertainment to become the "Official Beer of Bowling. " As part of the agreement, Miller High Life will be sold in bowling centers throughout the country and will be featured on “Official Beer of Bowling” glassware, pitchers, buckets and on-premise signage in more than 2,100 Strike Ten bowling centers across the country.

This marks the renewal of a prior agreement between the two parties. Terms of the agreement were not released.

"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. “As the ‘Official Beer of Bowling,’ we’ve created a new vehicle to execute other Miller High Life programs like our veteran’s initiatives, while reaching thousands of core customers. We couldn’t be more thrilled to showcase the Miller High Life values to bowlers nationwide."

In addition to merchandise and signage, Miller High Life will be showcased as the major sponsor of several marquee bowling-industry events, tradeshows and conferences.

"Aligning bowling with Miller High Life pairs one of the nation’s favorite sports and recreational activities with one of America’s strongest and most recognizable brands along with being a great beer," said Strike Ten President Frank DeSocio. “We could not be more proud to team up again with Miller High Life, a brand with a great heritage, values and roots entrenched in American culture, just like the sport of bowling.”

In addition to Miller High Life, Golden, Colo.-based MillerCoors is well known for brewing the Coors Light, Miller Lite and Miller64 brands.

Arlington, Texas-based Strike Ten Entertainment serves all organizations of bowling by coordinating the industry’s sales and marketing efforts.