Fox Soccer Channel Goes Bar-Hopping with Corona
January 11 2008 - 1:15PM
Business Wire
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.
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