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Miller, A-B know Who's hot this summer.

Miller, A-B know Who's hot this summer

The much publicized 25th anniversary tour of the United States by the rock group The Who, which includes two performances of the band's rock opera Tommy, will be sponsored by the two largest brewing companies in the country; Anheuser-Busch and Miller.

The Who began generating interest in this long-awaited tour last year, and the group recently performed its first show at a small venue in the upstate New York town of Glens Falls. Three of the original members--Roger Daltry, Pete Townshend and John Entiwistle--are performing along with an array of other musicians. The Who last toured the U.S. in 1982.

Miller's involvement

The Glens Falls show was the kick-off performance of a 25-city, 39-concert program that will take the group across the country in about two months, although new dates and performances are still being considered.

The exclusive national sponsor of this part of The Who's U.S. experience is Miller Brewing Co.'s Genuine Draft brand. Ralph Kytan, Genuine Draft brand manager, said the brand's sponsorship will include extensive promotional tieins to the band's tour as well as national print, radio and television advertising support for the tour.

Kytan said through a press release that more than 1,500 concert tickets, 50 specially autographed Who guitars and 30 all-expense paid trips for two of the group's final U.S. concerts Sept. 3-4 in Dallas will be distributed through participating radio stations, other promotional activities and a consumer sweepstakes contest.

"Miller Genuine Draft is pleased to be bringing this summer's hottest tour to concert-goers across America," Kytan said. "This opportunity fits nicely with our soon-to-begin Miller Genuine Draft "CU on Tour" promotion."

In addition to the Who sponsorship, the "CU on Tour" sweepstakes will be conducted nationwide during July and August and will offer five four-city trips to any of the 27 Miller Genuine Draft-sponsored venues throughout the country. Five one-city trips and other promotional prizes also will be awarded. Consumers may obtain entry forms through radio promotions, print advertising or on specially marked packages of Miller Genuine Draft.

Amid the fervor and hype of the main concert tour are two performances of The Who's historic 1969 rock opera Tommy. Tommy was made into a 1975 movie.

The Who's two performances will take place on June 27 at Radio City Music Hall in New York and on Aug. 24 at the Universal Amphitheater in Los Angeles.

Both events are being presented by Budweiser beer and the Rock and Roll Hall of Fame.

The Los Angeles performance of the rock opera will reportedly include guest artists that have yet to be announced. Proceeds from the concerts will benefit the Nordoff-Robbins Music Therapy Foundation as well as other charities.

"As presenting sponsors of the rock opera Tommy, we feel Budweiser is further enhancing its targeted marketing approach within the music industry," said Jack MacDonough, vice president/brand management. "We're very excited to be associated with such a unique event."
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Title Annotation:Miller Brewing Co., Anheuser-Busch Inc. and The Who concert tour
Publication:Modern Brewery Age
Date:Jul 3, 1989
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