Empire is the new sponsorship king at Fox as American Idol says its goodbyes.
Broadcast TV’s biggest hit last season returns Sept. 23, with big hitters Pepsi and Lincoln as the show’s official sponsors.
In an announcement Monday, Fox said that Lincoln will return as Empire’s official automotive sponsor in a deal that spans on- and off-air, while Pepsi will act as the official beverage sponsor in a multi-platform deal that includes digital and in-show integrations.
Empire returns to Fox on Wednesday, Sept. 23, paired with its new medical drama Rosewood. Fox says the new sponsorships will allow the network to air the show with limited commercial breaks.
“Empire continues to captivate viewers, music fans and the entire media industry, and we are thrilled to partner with our longstanding advertisers, Lincoln and Pepsi, for season two of the pop culture phenomenon,” said Toby Byrne, president of advertising sales at Fox Networks Group, in a statement. “Fox is committed to delivering the best viewer experience in television, and with the support of partners like Pepsi and Lincoln, we will once again present Empire with a reduced commercial format as we did last season.”
Lincoln is planning to use the sponsorship to introduce its Revel sound system, integrating the new product into a music-centric series. Pepsi’s deal expands the company’s live music initiative, which currently partners with Live Nation for concert giveaways.
“We’re excited to be working with Empire – the hottest show on television today,” said Adam Harter, VP of PepsiCo Consumer Engagement, in a statement. “At Pepsi, we’re always looking to create new experiences that will impact pop culture. Our partnership with Empire will allow us to reach and invite fans to have fun with us and their favorite TV show this season.”
The second season of Empire picks up three months after the events of season one, when Lucious Lyon was arrested and Cookie ramped up her campaign to take over the company.
[Image courtesy of Fox]
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