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US: MillerCoors agrees three-year FX Networks tie-up

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MillerCoors has signed a three-year deal to be the official beer sponsor of FX Networks, the cable TV unit of Rupert Murdoch's 21st Century Fox. 

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The agreement, announced this week, means the brewer will have exclusivity on product placements on the network's channels, including FX, FXX and FXM. MillerCoors also has "first-look" rights for placements on any shows in development. 

However, FX Networks will still be able to sell advertising space to other brewers, for shows where MillerCoors does not have a presence. 

The new deal is a strengthening of MillerCoors' partnership with the network having previously had product placements on the shows 'Sons of Anarchy' and 'It’s Always Sunny in Philadelphia'. 

The brewer, a JV between Molson Coors and SABMiller, will also feature on FXNOW, the network’s digital app, and get access to behind-the-scenes footage for use on its social media channels.

Michael Brochstein, FX Networks' advertising sales senior VP said the deal was “the most comprehensive advertising deal ever for the FX suite of channels”. 

Financial details of the tie-up were not disclosed. 


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