Wells & Young has lined up a partnership with MTV for Corona Extra, the Mexican beer brand it distributes in the UK.

The company said yesterday (28 May) that the final of the annual Corona-sponsored DJ competition, 'Movida Corona', will be broadcast on MTV across Europe.

Corona Extra will also launching an advertising campaign on MTV to support Movida Corona, with the commercials featuring on MTV in Italy, Spain and the Republic of Ireland.

In the UK, regional heats and finals will take place throughout the summer in England, Scotland and Northern Ireland, with the national final taking place in London in December. The heats will be backed by a promotional campaign featuring POS material, Corona-branded vehicles, inflatable and 'walking' bottles, as well as street performers and promotional girls.

The overall global winner of this year's competition will sign a contract for a residency of four performances at the Ministry of Sound club in London. They, along with the second and third placed DJs, will also have the chance to perform at the Electric Stage of Rock'n'Rio 2010 in Madrid, with flights and hotel accommodation included.

Angel Garcia Gomez, head of Corona Extra in the UK, said: "Movida Corona is a worldwide DJ music event that reflects the global positioning of the brand.

"We are delighted that this year's event will feature a strong partnership with MTV - another instantly recognised and vibrant global brand - to give the Movida Corona performers exposure to an even bigger audience."

Corona is owned by the Mexican brewer Grupo Modelo.