A three-year deal has made MillerCoors the official brewer of FX, FXX and FXM.
In the pact, MillerCoors’ beers will get exclusive first look on placement rights in FX programming and on program integrations across the networks. It also includes content on the FXNow app and any social media operated by the beer company. This isn’t the first time MillerCoors has appeared on FX, as the channel has worked with the brewer on product integrations in series like “The Americans” and “Fargo,” not to mention exclusive placements on FXX’s “It’s Always Sunny in Philadelphia.”
The FX deal is a move forward for MillerCoors, which has been looking for ways to connect further with the shows its beers appears on, beyond occasional product placements.
“Beer is all about the conversations that happen between friends,” said Jackie Woodward, MillerCoors’ VP of marketing connections, “and so our objective is to make sure our brands are woven throughout the entertainment programming that matters most to beer drinkers. 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.”
Read more at Broadcasting & Cable.
[Image courtesy of FX]
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