MillerCoors Strikes Three-Year ‘Official Beer’ Deal With FX Networks
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MillerCoors has signed a deal making it the official beer sponsor of FX Networks for three years, the companies said today.
The partnership gives MillerCoors category exclusivity for program integrations on FX, FXX and FXM shows that don’t already have deals with other brewers, as well as first dibs on placement rights for FX programs in development. The company will also have a strong presence on FXNow, the network’s digital app, and access to behind-the-scenes footage for use on MillerCoors’ social media channels.
The pact adds to a similar deal that MillerCoors struck with Turner Broadcasting in 2013 and renewed for 2014, making the marketer’s brands the only beers featured in product placements on TNT and TBS, ranging from cans and barware to tap-handles and trucks. At the time, the deal was unique for its breadth.
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