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The partnership gives MillerCoors category exclusivity for program integrations on FX, FXX and FXM shows that don't already have deals with other brewers, as well as first dibs on placement rights for FX programs in development. The company will also have a strong presence on FXNow, the network's digital app, and access to behind-the-scenes footage for use on MillerCoors' social media channels.
The pact adds to a similar deal that MillerCoors struck with Turner Broadcasting in 2013 and renewed for 2014, making the marketer's brands the only beers featured in product placements on TNT and TBS, ranging from cans and barware to tap-handles and trucks. At the time, the deal was unique for its breadth.
MillerCoors has been a long-time partner of FX, previously securing exclusive category placement in "Sons of Anarchy" and "It's Always Sunny in Philadelphia." Initial integrations under the new deal include Miller Lite and Miller High Life in "The Americans," Coors Light and Blue Moon in the upcoming drama series "The Strain," Miller Lite and Leinenkugel's in "Fargo" and Miller Lite in "The Bridge."
Interpublic Group's Initiative, MillerCoors' media agency of record, brokered the deal for the companies. MillerCoors declined to comment on the financial terms.
MillerCoors will also be the official beer sponsor of all FX Network's corporate events and gets the ability to use FX's marks and logos during promotional events. FX called the deal the most comprehensive advertising deal yet for its suite of channels.