FX Networks And MillerCoors Close Groundbreaking Deal

15 Apr 2014 --- FX Networks has entered into a groundbreaking, three-year agreement with MillerCoors to be the official beers of FX, FXX, and FXM, it was announced jointly by the FX Networks and the brewer.

The partnership gives MillerCoors category exclusivity on any program integrations, as well as first-look placement rights on FX programs in development.

In addition, MillerCoors will receive a strong presence on FXNOW, the network’s digital app, and access to behind-the-scenes footage for use on MillerCoors brand social media channels.

“FX Networks has enjoyed a wonderful partnership with MillerCoors for many years, most notably through their exclusive category placements in Sons of Anarchy and It’s Always Sunny in Philadelphia,” said Michael Brochstein, Senior Vice President of Advertising Sales, FX Networks. “This new agreement is the most comprehensive advertising deal ever for the FX suite of channels, in addition to the opportunities through our digital app, FXNOW. We’re incredibly excited to strategically extend and strengthen our partnership with MillerCoors across multiple programming platforms throughout the years ahead.”

Highlights include period-relevant Miller Lite and Miller High Life integration in The Americans, Coors Light and Blue Moon in upcoming drama series The Strain, Miller Lite and Leinenkugel’s in Fargo, and Miller Lite in The Bridge.

For MillerCoors, the partnership with FX Networks builds upon the company’s strategy of using engaging broadcast and digital content to build stronger emotional connections between its beers and legal-drinking-age consumers.

“Beer is all about the conversations that happen between friends, and so our objective is to make sure our brands are woven throughout the entertainment programming that matters most to beer drinkers,” Jackie Woodward, Vice President of Marketing Connections at MillerCoors. “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. This partnership underscores our commitment to telling our brand stories with the right message, in the right places and at the right time.”

In addition to new integrations, MillerCoors will continue to have exclusive placements and integrations within the beer category on FX including the network’s acclaimed hit drama Sons of Anarchy and FXX’s hit comedy series It’s Always Sunny in Philadelphia, while also extending its brand integrations into behind the scenes content for It’s Always Sunny in Philadelphia’s social sites.

MillerCoors brands will be the official beer of all FX Network’s corporate events while MillerCoors also will enjoy the ability to use FX Network’s marks and logos during promotional events.

MillerCoors partnered with New York-based Initiative to initiate conversations with FX.  Initiative was tapped to provide strategic counsel and help finalize the deal on behalf of MillerCoors.