Budweiser may have billed itself as the King of Beers, but MillerCoors now holds a title more important to its Milwaukee roots: “Official Beer Partner of Bowling.”

Strike Ten Entertainment, the marketing and sponsorship division of the bowling industry, signed a two-year agreement with MillerCoors, based in Chicago, to jointly promote the beer brands and bowling. Financial terms were not disclosed.

“This partnership is unique because rather than leading with a single brand, we’ll be promoting MillerCoors’ broad portfolio of high-quality beers and hard ciders,” said John Harbuck, president of Ten Strike Entertainment of Arlington, Texas. “We also benefit through MillerCoors training tools and category insights, which will help us grow the beverage category for our 3,500 bowling center members across the country.”

Source | Milwaukee Business Journal.