FX has signed a deal to make one brewer's products the "official beers" for FX, FXX and FXM. Deadline.com reports that the company inked the three-year pact with MillerCoors.
The deal gives MillerCoors exclusive rights for “program integrations and first look placement rights for shows that FX is developing. The beers also will have ‘a strong presence’ on FX’s digital app, FXNOW,” the sotry notes.
The deal expands on a product placement deal that MillerCoors had with “Sons of Anarchy” and “It’s Always Sunny in Philadelphia.”
MillerCoors’ Marketing Connections VP Jackie Woodward told Deadline that the company’s “objective is to make sure our brands are woven throughout the entertainment programming that matters most to beer drinkers,” especially men age 21-35.