CHICAGO (CBS) — For the first time ever, the CTA will have a corporate sponsor to back its popular “penny rides” on New Year’s Eve.

The mega-beer maker, Chicago-based MillerCoors, has agreed to a three-year $1.3 million deal with the CTA.

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For more than 25 years, CTA has offered penny rides as a responsible transportation option on a night when many Chicagoans will be celebrating at bars and parties.

“This sponsorship ensures the continuation of the CTA Penny Rides program, offering our customers a convenient and safe way to celebrate the New Year,” said CTA President Forrest Claypool.

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“CTA Penny Rides brought to you by Miller Lite” will be provided on all CTA bus and train routes beginning at 10 p.m. Dec. 31 until 4 a.m. the following morning. Each year, an average 150,000 bus and train rides are taken on New Year’s Eve.

Starting this week, customers will notice the promotional campaign on CTA rail lines.

MillerCoors will market a theme of responsible drinking with the tagline, “Great Beer, Great Responsibility,” the CTA said in a news release.

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