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WHEN: Registration is open through March 31, 2005.
"New Era is excited to expand its presence in the world of hockey with its
newly formed partnership with the Hockey Hall of Fame," said New Era Vice
President of Alliances Greg Via. "We are pleased to have New Era as our
exclusive headwear supplier.

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The lucky winners will accompany Sports Illustrated to
undetermined exotic locations to witness first-hand a photo
shoot for the 2006 SI Swimsuit edition.

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New Era Cap Announces Relationship With Hockey Hall Of Fame



New Era Cap is an 85-year-old global sports headwear designer, developer
and manufacturer, making more than 20 million licensed and non-licensed,
performance and fashion units per year.

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"Miller and Sports Illustrated are a natural association, as many of our
drinkers are SI readers," said Michael Hand, director brand promotions,
Miller Brewing Company., Inc. The relationship will
include New Era producing headwear for HHOF and selling its markings in
Canada , the United States and Europe.

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PRESS RELEASE Sports Illustrated and Miller Brewing Company Offering the Trip of a Lifetime

Void in California and where
prohibited by law."
New Era has built its presence in Hockey since 1995, its partnerships
includes licensing relationships with the NHL , HOCKEY CANADA and USA Hockey.
New Era is the sole owner of the EK by New Era brand launched in 2005 .

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The company manufactures and markets hockey headwear in the United States,
Canada and Europe .

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Open to
legal residents of the United States and Washington, DC (except residents
of California ), age 21 and older at time of entry.
The New Era and HHOF relationship engages New Era to be the exclusive
licensee and supplier of the organizations' headwear."
"The qualities reflected in New Era products -- passion, integrity and
pride -- are consistent with those exemplified by the former players honored
with election into the Hockey Hall of Fame," stated Hockey Hall of Fame Vice -
President Operations, Craig Baines.

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"This promises to be one trip the winners will
never forget -- cold Miller beer, tropical sun and the chance to see some
of the world's top models shoot the famous SI Swimsuit edition.

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Sweepstakes ends March 31, 2005.

Gaelic sports consist of hurling, camogie, and Gaelic football, as well as handball and shinty.

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Consumers over the age of 21 can register to win at
http://sportsillustrated. Miller Brewing's breakthrough advertising
featured a humorous 6-page Supermodel Photography Manual, showing readers
how they can prepare for their very own spot at the exclusive Swimsuit
Issue photo shoot next fall. For details view
Official Rules and Sweepstakes Facts.

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Y.

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, the premier,
global headwear designer, developer and manufacturer, announced it has entered
into an exclusive relationship with the Hockey Hall of Fame (HHOF), located in
Toronto, Ontario, Canada. The exclusive manufacturer and
marketer of Major League Baseball's official uniform caps, worn on the field
of play by every Major and Minor League player, its other licenses include
National Basketball Association, National Hockey League , Arena Football, NCAA
Champions, College -- Bowl Games and National Championships and Little League .

101 fame

"

No purchase necessary to enter.

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WHAT: Miller Brewing Company and Sports Illustrated are teaming up to
provide six lucky winners with the chance of a lifetime -- a five
star trip to attend the SI Swimsuit Issue photo shoot.com/features/2005_swimsuit/sweepstakes

WHY: Miller and Sports Illustrated have teamed up around the famed
Swimsuit Issue for the last 8 years.

For this year's issue, Miller again connected itself with one the world's
top models, Marisa Miller.

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"Hockey has a great history, its fans are
some of the most passionate and we look forward to developing and producing
headwear that represents hockey to the fullest.
Founded in 1920, New Era is a privately owned company, headquartered in Derby,
New York , with divisions in Canada, Europe and Japan; it employs more than
1,500 people. New Era is a Category A member of the Fair Labor Association.

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New Era to be the Exclusive Licensee and Headwear Supplier of HHOF

DERBY, N., New Era Cap Co.

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