Milwaukee's Best Light named official WSOP sponsor

MILWAUKEE, Wisconsin -- (PRESS RELEASE) -- Milwaukee's Best Light is betting that continuing its relationship with the popular World Series of Poker® will turn into a winning hand for the "beer that's brewed for a man's taste." In 2009, Milwaukee's Best Light will be the official beer sponsor of the World Series of Poker (WSOP), which featured increases in spectators and participants in 2008, as well as a highly rated, primetime broadcast of the final table on ESPN.

"Poker continues to enjoy growth both as a leisure activity and as a televised sporting event, so we want to make sure Milwaukee's Best Light is the beer of choice whether fans are playing or watching at home," said Chad Dern, Milwaukee's Best Light marketing director. "When we look at opportunities for developing alliances that make the most sense for this brand and help us connect with the right audience, the World Series of Poker is simply the best."

As the tournament's official beer sponsor in 2009 and 2010, Milwaukee's Best Light has the ability to use the WSOP logo on packaging and in all promotional activities, and the brand will have prominent signage during the nearly two-month-long tournament at the Rio® All-Suite Hotel and Casino in Las Vegas. Terms of the two-year deal were not disclosed, and all terms herein are subject to the negotiation of definitive agreements.

"Milwaukee's Best Light has been a great sponsor over the years, activating its sponsorship with advertising and promotions that have truly allowed the World Series of Poker to expand our fan base," said WSOP Commissioner Jeffrey Pollack. "We're excited to have Milwaukee's Best Light continuing on as the tournament's official beer sponsor, and we look forward to building on this successful relationship as the tournament kicks off its 40th year."

In 2008, the WSOP enjoyed a record year, generating the most entries ever (58,720) from the most countries ever (124). Participants also competed for the tournament's largest prize pool ever ($180,774,427). The final table for last year's Main Event, won by Peter Eastgate, was staged 117 days after the final nine participants were determined. It took place in front of a live audience and aired in primetime on ESPN with Eastgate receiving $9.1 million and the coveted gold bracelet. The WSOP will run the 2009 final table in the same manner.

For more information on the WSOP, visit www.WorldSeriesOfPoker.com. And for more information on Milwaukee's Best Light, visit www.MilBestLight.com.