Royals announce renewed and expanded malt beverage partnerships

MillerCoors Expands on Partnership as 'Official' Beer Partner; Boulevard Now 'Official' Craft Partner

KANSAS CITY, MO (February 1, 2017) - The Kansas City Royals announced today extended and renewed partnerships with two beer companies, MillerCoors and Boulevard Brewing Company.     

Miller Lite will again be an "Official Beer" of the Kansas City Royals in the 2017 season. As the team's longest tenured beer partner, MillerCoors will have a significant presence throughout Kauffman Stadium. Building on the Miller Lite Fountain Bar, new signature areas will be unveiled on Opening Day, including the Miller Lite Left Field Grill and the Blue Moon Taproom atop Rivals sports bar. The Blue Moon Taproom will provide a unique game-day experience and a variety of Blue Moon products as well as in-stadium activation amplified on select "Blue Moon, Full Moon Nights."

The brewer also will be involved with Royals Charities events. Miller Lite will serve as the official sponsor of the Royals military salute program, which honors members of the military during Royals home games, and will sponsor the Royals annual celebration of Hispanic heritage, "Viva Los Reales." In addition, fans will find offerings from MillerCoors' family of brands throughout The K.

"We are thrilled to not only continue our longstanding support of the Kansas City Royals, but expand on it," said Adam Dettman, director of sports and entertainment marketing at MillerCoors. "While Miller Lite will continue to have a prominent presence at The K with the Fountain Bar, the new Blue Moon Taproom will provide Royals fans with another great ball park experience featuring our portfolio of products."

Kansas City's own Boulevard Brewing Company will now be the "Official Craft Beer" partner of the Royals. A staple at Royals games for many years, this partnership will give Boulevard a larger footprint throughout Kauffman Stadium. Along with the continued presence in Craft & Draft, Boulevard will be the title sponsor of the Diamond Club and View Level bars and will host a new "Hop Stop" location in right field. A wider variety of Boulevard beers will be available at these bars and many other locations throughout the stadium. Through the partnership, Boulevard will also have full use of Royals trademarks, creating new Royals products and collaborations.

"We've enjoyed a long, close and mutually rewarding relationship with our hometown team" said Boulevard president Jeff Krum, "and we're excited by the opportunity to elevate our partnership. We hope to create unique and memorable fan experiences, and look forward to a successful season, both on and off the field."

About MillerCoors:

Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers, flavored malt beverages and ciders, steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company brew national favorites such as Miller Lite, Miller High Life, Coors Light and Coors Banquet. MillerCoors also proudly offers beers such as Leinenkugel's Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company, and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company, founded in 1995. Beyond beer, MillerCoors operates Crispin Cider Company, an artisanal maker of pear and apple ciders using fresh-pressed American juice, and offers pioneering brands such as the Redd's franchise, Smith & Forge Hard Cider and Henry's Hard Sodas. Tenth and Blake Beer Company, our craft and import division, is the home to craft brewers Hop Valley Brewing, Revolver Brewing, Saint Archer Brewing Company and the Terrapin Beer Company. Tenth and Blake also imports world-renowned beers such as Italy's Peroni Nastro Azzurro, the Czech Republic's Pilsner Urquell and the Netherlands' Grolsch. MillerCoors, the U.S. business unit of the Molson Coors Brewing Company, has an uncompromising dedication to quality, a keen focus on innovation and a deep commitment to sustainability. Learn more at, at or on Twitter at @MillerCoors.

About Boulevard Brewing Company:

Boulevard Brewing Company is the largest specialty brewer in the Midwest, dedicated to the craft of producing fresh, flavorful beers using traditional ingredients and the best of both old and new brewing techniques. For more information, visit or follow us on, and