Networks has signed a major multiyear million-dollar advertising/marketing deal with MillerCoors.
The three-year pact will give MillerCoors “official beer” status on FX, FXX and
FXM. The brewer will get exclusivity on program integrations and first-look product placement on future FX programs being developed.
Financial terms weren’t disclosed. Estimates are
that the deal could be worth tens of millions of dollars.
Digital extensions will be included in the deal as well. MillerCoors will have opportunities on the FXNow apps, as well as
behind-the-scenes footage that MillerCoors can use on its social-media channels.
Michael Brochstein, senior vice president of advertising sales, FX Networks, stated: “This new
agreement is the most comprehensive advertising deal ever for the FX suite of channels.” In the past, FX Networks has worked with MillerCoors on category placements in shows “Sons of
Anarchy” and “It’s Always Sunny in Philadelphia.”
It's not surprising that FX, which has a large young male viewer component for its shows, has inked a deal with a
major consumer product that appeals to the same demographic.
Jackie Woodward, vice president of marketing connections at MillerCoors, stated: “The programming on FX Networks holds
strong appeal to our consumers, especially men ages 21 to 35, and with our portfolio of great beers, we have the brand for any occasion.”
MillerCoors struck a similar deal with Turner
Broadcasting, also giving the beer marketer's brands exclusivity to be featured in product placements on TNT and TBS.