Miller Brewing Co. has struck a $100 million deal to reach Hispanics via commercials and sponsorships on Spanish-language broadcaster Univision Communications, Inc., a major step in its efforts to reach the Latino market.
The three-year agreement includes ads and expanded property sponsorships and brand integration on the broadcaster’s radio and television networks, as well as its cable channel Galavision and at Univision.com, the company said Friday.
The deal, which covers three main programming areas—sports, entertainment and music—marks the company’s biggest commitment to Hispanic marketing to date.
“This agreement gives us a very real, long-term competitive advantage in connecting with adult Hispanic beer drinkers,” Luis Altuve, director of multicultural marketing for Miller, said in a statement.
In addition to a p.r. component as part of Miller’s “Live Responsibly” campaign, the contract also features a wide range of marketing opportunities including Miller’s sponsorship of World Cup telecasts in 2006, both during the games and on related programming. A pre-game show will be titled “The Countdown to the Kickoff With Miller.”
Starting next year, Miller will expand its deal to co-promote and co-brand more than 200 live coverage matches of Futbol Liga Mexicana, Mexico’s soccer league. The agreement includes co-branding on the game clock and an in-game feature to appear during Miller’s sponsored half games. Miller will sponsor highlights from the matches on Univision Radio stations across the country and at Univision.com.
Miller will also be the exclusive beer sponsor of special primetime novellas, the popular Spanish-language soap operas, and be the exclusive sponsor to some music-related specials in 2005 and 2006.
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