Get ready for a knockout. Miller Lite is now the official beer partner of Top Rank boxing.
Founded in 1973, Top Rank is one of boxing’s leading promotional companies, having worked on some of the biggest bouts in the history of the sport.
For the partnership, Miller Lite will have prominent branding in the ring during the fights, along with other experiential activations, content creation, on-site engagement and a digital presence. The brand will also have boxing-themed retail tools.
Brian Kelly, chief revenue officer at Top Rank, says the collaboration will champion standout athletes and create a better experience for boxing fans.
“At Top Rank, we are proud to join forces with Miller Lite to elevate the fight night experience, making every punch more thrilling and every moment more memorable,” says Kelly. “This partnership is a celebration of unforgettable nights and our passionate fans who make them special.”
The partnership kicked off on Saturday, Dec. 7 during the hotly anticipated rematch between Emanual Navarrete and Oscar Valdez. It will continue through 2025.
Reaching more Latino consumers
According to Alan Bremerkamp, director of marketing for Miller Lite, the partnership will also help Miller Lite connect with fans of a booming sport.
“Boxing is one of the fastest growing sports in the U.S., so it made sense to join forces with boxing industry leader Top Rank,” said Bremerkamp. He added that boxing is currently the sixth most popular sport in the U.S., with 129.6 million fans, according to Nielsen Media Research.
Boxing is also especially popular with legal drinking-age Latino consumers, who the brand is focused on attracting. According to Circana Shoppersights, 21+ Latinos make up 40% of total boxing viewership in the U.S.
Of course, sports of all varieties have always been integral for Miller Lite. Earlier this year, the brand relaunched its iconic “Great Taste, Less Filling” campaign, along with the Miller Lite All Stars, featuring some of the U.S.’s biggest retired sports figures.
“Miller Lite has deep roots in the world of sports, from our original ‘Great Taste, Less Filling’ campaign in 1975, to our current partnerships in professional football, baseball and now boxing,” says Bremerkamp.