NFL American football franchise the Detroit Lions has awarded alcoholic drinks brand Miller Lite with the naming rights to an upcoming fan experience at Ford Field’s renovation project.

The team entered into a multiyear partnership with the company that will see a new club location on the north side of the stadium open called Miller Lite Taproom.

Under the agreement, MillerCoors products will now be available for Lions fans to buy during game days and other events at Ford Field.

Lions fans will have the chance to secure tickets to the Miller Lite Taproom through various Miller Lite promotions before and during the 2017 season.

“The Miller Lite Tap Room is one of the more distinct elements of The New Ford Field renovation project,” said Detroit Lions team president Rod Wood. “Miller Lite is playing an active role in helping us complete this new communal fan experience and making it unique to our stadium. With excellent sightlines and great food and beverage, the Miller Lite Taproom will be an enviable location to watch the Lions at Ford Field.”

The partnership deal also names Miller Lite as an annual Lions Draft Party presenting sponsor. It includes access to its website content, use of logos and marks as an official beer of the Lions, with stadium, signage, pre-game and in-game presence at Ford Field.

“We’re thrilled to be a part of the Lions family and share the new Miller Lite Taproom with fans,” said Chris Hudgens, MillerCoors general manager – sales, Michigan. “We recognise that Detroit fans are incredibly passionate about their city and team, just as we are passionate about our beer. It’s a great fit.”

In other news, the Lions also partnered with Comerica Bank in another naming rights deal. The bank will place its branding on a new set of suites inside Ford Field.

Comerica Bank is already the Lions’ official bank, with the new agreement adding the Comerica Gridiron Club and Suites, which encompasses eight suites on the stadium’s north side along with a multi-floor club.

The team did not reveal the financial terms of the deal.

The space will be accessible to suite and club seat holders, and will have a bar that features craft beer, as well as a wine and cocktails bar. There will also be four ‘Detroit-centric’ food vendors that are still to be decided upon.

Image: Michael Barera