Miller Lite is leveraging its decades-long advertising role in boxing with a new partnership with Top Rank, it was announced on December 4.

Miller Lite will be featured with prominent ring signage, experiential activations, content creation, on-site engagement, and digital presence beginning with Top Rank’s December 7 show headlined by the rematch between Emanuel Navarrete and Oscar Valdez at the Footprint Center in Phoenix, Arizona,

Miller Lite, a Molson Coors company, has a rich history of advertising in boxing with television commercials featuring the likes of Joe Frazier, Evander Holyfield, Alexis Arguello, and Carlos Palomino, among others.

When Mike Tyson knocked out Trevor Berbick in 1986 to become the youngest heavyweight champion in boxing history, it was the Miller Lite logo that was featured on the center of the ring canvas.

The beer brand now looks to score modern-day marketing knockout with Top Rank.

“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 and baseball,” said Alan Bremerkamp, director of Marketing for Miller Lite. “Boxing is one of the fastest growing sports in the U.S., so it made sense for the original light beer to join forces with boxing industry leader Top Rank to reach a new set of consumers who love the originality of boxing.”

Top Rank previously had a partnership with Bud Light as its official beer sponsor.

“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,” said Brian Kelly, Chief Revenue Officer at Top Rank. “This partnership is a celebration of unforgettable nights and our passionate fans who make them special.”