Rodeo Announces Miller Lite Sponsorship Renewal

by | Nov 10, 2022 | Press Release

Today, the Houston Livestock Show and Rodeo announced a multi-year sponsorship agreement renewal of Rodeo Heritage Partner Miller Lite. The Heritage Partner sponsorship agreement begins in 2023.


“For more than 37 years, Miller Lite has partnered with the Houston Livestock Show and Rodeo, which is really a testament to both the longevity and shared enjoyment of our partnership together,” said Rodeo President and CEO Chris Boleman. “Miller Lite’s long-standing partnership and continued commitment of support is beneficial to the Rodeo in continuing its mission, plus, their brand presence and innovative additions to the presentation of our event is definitely a value-added benefit to our more than 2.4 million guests each year.”


As part of the Heritage Partner agreement, Molson Coors is the exclusive beer, malt beverage and hard seltzer of the Houston Livestock Show and Rodeo. Additionally, Miller Lite will be the official sponsor of the Mariachi Invitational, where five professional Mariachi groups from across the state of Texas compete, with the final round held in NRG Stadium prior to the Go Tejano Day, presented by Fiesta, concert entertainer; The Garden Stage at the World’s Championship Bar-B-Que Contest, presented by Cotton Holdings, which includes some of the best names in Texas country music; and the concert lineup announcement. Miller Lite is also a scholarship donor, which supports the Rodeo’s commitment to the youth of Texas and provides additional support throughout the year to various aspects of the Rodeo.


Miller Lite is committed to enhancing Rodeo guests’ experience through the Miller Time Bar public beer garden, which debuted at the 2022 Rodeo. Visitors may enjoy music, seated areas, yard games, giveaways and Instagram-worthy photo opportunities. New in 2023, Miller Lite will create and host the Topo Chico Lounge, which will feature a relaxing area for guests to grab a refreshing drink during the day, or before and after daily RODEOHOUSTON® performances.


“We’re proud to extend our support of the Houston Livestock Show and Rodeo with new opportunities for our brands this year, including Topo Chico Hard Seltzer and the return of Miller Lite,” said Adam Dettman, Molson Coors’ head of partnerships for North America. “Whether we’re showing up at RODEOHOUSTON, the World Championship Bar-B-Que Contest or for a live country-music performance, there’s no doubt that our great-tasting beers and hard seltzers turn these great events into true celebrations.”


Miller Lite’s partnership with the Rodeo began in 1987, and, in 2022, Miller Lite became an official Rodeo sponsor. In 2007, Miller Lite became a Rodeo Heritage Partner, the highest level of sponsorship support, as the exclusive alcoholic and non-alcoholic malt beverage. Miller Lite is among five Heritage Partners at the Rodeo.


About the Houston Livestock Show and Rodeo
The Houston Livestock Show and Rodeo promotes agriculture by hosting an annual, family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage and provides year-round educational support within the community. Since its beginning in 1932, the Rodeo has committed more than $550 million to the youth of Texas and education. The 2023 Rodeo is scheduled for Feb. 28 – March 19. The 2023 World’s Championship Bar-B-Que Contest, presented by Cotton Holdings, is scheduled for Feb. 23 – 25. For more information, visit and connect with #RODEOHOUSTON online via Facebook, Twitter, Instagram and YouTube for all the latest news.


About Molson Coors Beverage Company
For more than two centuries, Molson Coors has been brewing beverages that unite people to celebrate all life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Blue Moon LightSky, Topo Chico Hard Seltzer, Vizzy Hard Seltzer, Simply Spiked Lemonade, Leinenkugel’s Summer Shandy, Creemore Springs, Hop Valley and more, Molson Coors produces many beloved and iconic beer brands. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle as well. Our Environmental, Social and Governance strategy is focused on People and Planet with a strong commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities, and the environment. Learn more about Molson Coors Beverage Company, visit, or on Twitter through @MolsonCoors.

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