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.