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MillerCoors to sponsor CTA New Year’s Eve Penny Rides

Updated: December 10, 2012 6:44PM

MillerCoors will sponsor the CTA’s New Year’s Eve Penny Rides program, the beer company announced Tuesday.

The company, the first corporate sponsor of the program, will conduct a promotional campaign encouraging people to ride mass transit as an alternative to drunk driving.

Service for “CTA Penny Rides brought to you by Miller Lite” will be provided on all CTA bus and train routes beginning 10 p.m. Dec. 31 until 4 a.m. the following morning.

The CTA says an average 150,000 bus and train rides are taken on New Year’s Eve.

MillerCoor’s agreement is for three years with a three-year extension option. The total value of the sponsorship is $1.3 million.

Riders will soon see ads about the sponsorship and 150,000 redesigned farecards will be printed as a reminder of the Penny Rides program.

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