FX Networks brews up sponsorship deal with MillerCoors
FX Networks has brewed up a big deal with MillerCoors.
The cable unit of 21st Century Fox has struck a three-year deal with MillerCoors that will make the brewer the official beer sponsor for the FX, FXX and FXM networks.
The agreement is non-exclusive, meaning FX Networks will still be able to sell commercial time to other beer makers. However, MillerCoors will have exclusivity on any product-placement in FX Networks’ programs and a first-look deal for future shows.
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MillerCoors already has a visible presence on FX Networks. Its products have been featured in the motorcycle gang drama “Sons of Anarchy†and the slacker comedy “It’s Always Sunny in Philadelphia.â€
For programmers such as FX Networks, product placement has become a very important revenue stream, especially as production costs rise.
MillerCoors also has a similar agreement with Time Warner Inc.’s Turner Broadcasting, whose networks include TNT, TBS and TruTV.
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