The growth of soccer fandom is apparent in the US, spurred even more by this year’s FIFA World Cup. As with its American football sibling, soccer and beer are inseparable. Even more so at the US tradition, match parties.

Mischief @ No Fixed Address is helping Miller Lite to make those parties legendary with the campaign, Miller Time is on U.S., debuting alongside the watch party essential of the season – a limited-edition Miller Time MVP Matchball. While players may be awarded on the pitch, Matchball rewards the real MVPs, the fans who spark pandemonium in the stands and watch parties alike.

The first-of-its-kind, commemorative Miller Time MVP Matchball gives soccer fans what they’ve never had before – a classic soccer ball with a Miller Lite upgrade. About 1.5 times the size of a regulation ball and holding up to 12 Miller Lites to enjoy, this for-drinking-not-kicking innovation is fully reloadable and comes with a display stand, designed to be the centrepiece of gameday from kick-off to the final whistle, for the moments and the people that turn every gameday into Miller Time. With the Matchball, Miller Lite toasts those fans – proving you don’t have to be on the pitch to be part of the action. You just have to show up.

Matchball and its accompanying Miller Time is on U.S. campaign are the latest iterations of Miller Lite’s Legendary Moments Start With a Lite platform. They remind fans that the best moments aren’t just watched, they’re shared. The full campaign – paid and organic social, consumer promotions, cross-collaborative merchandise partnerships, influencers and PR, spotlights MVP fan behaviour — from rallying the crew to bringing the energy that defines every matchday experience.

“This summer is a massive moment for soccer and beer fans alike,” stated Courtney Benedict, vice president of marketing, Miller Lite Family of Brands. “As America’s Original Light Beer, Miller Lite was made for moments like this. The Matchball is our way of celebrating and rewarding the fans who bring the traditions and unmatched energy to every watch party…and a soccer ball that fits a 12 pack? That’s just fun.”

The Matchball will be available through multiple drops starting on May 20 and again on June 3, while supplies last, exclusively at shop.millerlite.com/matchball for US$19.75—a nod to 1975, the year Miller Lite was created. For fans who miss out, Miller Lite is offering another way to get in on the action. Through the Miller Time MVP Contest, fans 21+ can nominate the MVPs of their crew on social for a chance to win a Matchball.*