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Fox Soccer Channel today announced that it has partnered with first-time
advertiser Corona to launch a national multiplatform sponsorship and
turnkey consumer promotion tied to the Barclays Premier League and other
live soccer programming.
The fully integrated sponsorship will be activated across television,
online, radio, and print media and through a series of 63 “Fox
Soccer Channel Viewing Parties Presented by Corona”
at participating pubs in New York, Los Angeles, Washington D.C.,
Atlanta, Denver, Chicago, Columbus, Boston, and Miami.
“Corona drinkers and passionate soccer fans
share a common bond. Both have a taste for the best and are fiercely
loyal, be it to their team or their beer brand of choice,”
said David Sternberg, executive vice president and general manager of
Fox Soccer Channel. “The growing appeal of
soccer in the U.S., and of Fox Soccer Channel’s
exclusive live programming like the Barclays Premier League, makes this
promotion a win-win for our viewers and partners at Corona.”
Set in Corona/FSC-branded taverns, the events will be staged in three
distinct phases: Kick-Off (January 1-31), Halftime (March 1-31) and
Overtime (May 1-31). Fans attending the viewing parties will receive
Corona beer specials and opportunities to take home an assortment of
co-branded premiums, including beer buckets and coaster sets.
“Corona is proud to partner with Fox Soccer
Channel to promote soccer at the grassroots level,”
said Kevin Kramnic, vice president of retail promotions for Crown
Imports. “We know that many Corona consumers
are passionate about soccer and we want to help them enjoy their
favorite sport through a series of viewing parties in a variety of
markets.”
A promotional announcement will air on Fox Soccer Channel through the
end of May to drive awareness of the pub initiative and invite viewers
to local events.
On Foxsoccer.com, the top online soccer destination in the U.S., banner
ads will direct fans to a dedicated pub microsite at www.foxsoccer.com/viewingparties,
where they can find everything they need to know about the promotion,
including participating venues in their respective cities.
Additional media support will include “call-to-action”
tags on radio commercials, plus direct mail, viral marketing and print
advertising aimed at soccer fans throughout the country.
Atlanta-based Creative Presence Partners will handle activation for the
four-month promotion across the nine selected markets, as well as
production of key program elements including the pub guide,
merchandising, brand ambassador recruitment and training and on-site
execution.
About Fox Soccer Channel
Fox Soccer Channel offers the most comprehensive coverage of world-class
soccer available in the United States, including Major League Soccer,
England’s Barclays Premier League, Italy’s
Serie A and the Argentine First Division as well as global tournaments
such as the UEFA Cup, UEFA Women’s
Championship, English FA Cup, FIFA Club World Cup, CONCACAF Champions’
Cup and FA Community Shield. The Official Broadcast Partner of the
United States Youth Soccer Association, Fox Soccer Channel also
televises the United Soccer Leagues, Major Indoor Soccer Leagues and
NCAA Division I college soccer matches. The channel reaches more than 32
million cable and satellite households in the U.S. and Caribbean.
Fox Soccer Channel is one of 28 national and regional programming
networks within Fox Networks Group, an operating unit of the News
Corporation (NYSE:NWS). These broadcast, cable, satellite and telephony
delivered networks reach more than half a billion U.S. television homes,
and represent one of the media industry's most diverse collections of
programming operations. Fox Networks Group consists of FOX Sports, Fox
Broadcasting Company, Fox Cable Networks and Fox Networks Engineering &
Operations. For more information, visit America’s
most visited online soccer destination at foxsoccer.com.
About Crown Imports LLC
Crown Imports LLC is a joint venture that imports, distributes and
markets the Modelo portfolio and other fine beer brands across the
entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported
beer in the U.S. and #6 beer overall, Corona Light, Modelo Especial,
Negra Modelo and Pacifico beer brands. Crown also imports the St. Pauli
Girl and Tsingtao beer brands in the U.S. For more information, visit www.crownimportsllc.com.
Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de
C.V. (BMV: GMODELOC), Mexico’s leading
company in the brewing, distribution and sale of beer, and Constellation
Brands, Inc. (NYSE: STZ)(ASX: CBR), a leading international beverage
alcohol producer, importer and marketer.