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The link-up, involving the company’s Miller Genuine Draft brand, comes on the heels of the mega-brewer’s $30-million multi-media extension program of its National Basketball Association sponsorship, and could signal an Miller imperative toward stretching its media bang by hitching its brand to TV’s biggest young-adult draws. The Northern Exposure promotion is slated to kick off in June, keeping Miller’s promotional ball rolling immediately out of its NBA-NBC program, running through the league’s playoffs and Finals.
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