Univision locks down groundbreaking deal with Miller
The latest in media and advertising's quest to court the very important and fast-growing Hispanic-American dollar: Miller Brewing and Univision unveiled a major cross-platform advertising and marketing deal. The 100 million-plus, three-year agreement includes on-air advertisements, expanded property sponsorships and ownerships, brand integration and PSAs on the following Univision outlets:
-- National broadcast nets Univision and TeleFutura
-- Univision and TeleFutura TV stations in the nation's largest markets
-- Cable net Galavision
-- Univision Radio's AM network RadioCadena
-- Local Univision radio stations across the country
-- Univision.com
For Miller, this partnership is a pivotal step in the company's high-priority initiative to grow its business among Hispanic legal-drinking-age consumers. The Miller Trademark has shown growth over the past year-plus, and must begin to more effectively attract Hispanic beer drinkers to build on that momentum. The Univision deal is Miller's biggest commitment ever to Hispanic marketing.
"This agreement gives us a very real, long-term competitive advantage in connecting with adult Hispanic beer drinkers," Luis Altuve, Miller's director of multicultural marketing said. "It's a very resourceful deal that fits well with our overall effort to compete as an able challenger with the dominant industry leader."
"We are thrilled that Miller has taken such a monumental step in recognizing the importance of advertising to Hispanics in Spanish with Univision and we are excited to be partnering with Miller in the creation of a new level of sponsorship encompassing national and local interests," said Ron Furman, Univision's EVP/Network Sales and Marketing. "This cross-platform deal--the largest in Univision's history--will give Miller unique exposure and exclusivity among Univision's industry-leading properties."
The deal covers sports, entertainment and music, and also includes a PSA component as part of Miller's "Live Responsibly" campaign. Highlights:
* Viewers will begin their World Cup experience on Univision with "Countdown To The Kickoff With Miller," a pre-game show. Sponsorship also includes programming features in and around Univision's World Cup coverage such as behind-the-scenes specials, personal player interviews, game highlights and "Goal of the Day" segments. Miller will air commercials rotating among the pre-game, halftime and post-game segments of every match and will not interrupt the live, non-stop action of the games.
* Futbol Liga Mexicana: Miller will once again sponsor live match coverage of the highest level of soccer from Mexico's premier soccer league, Futbol Liga Mexicana (FLM), the equivalent of the NFL to Hispanics. Starting in 2005, Miller will expand its current involvement with FLM to co-promote and co-brand more than 200 matches broadcast on Univision, TeleFutura and Galavision, in addition to all local Univision and TeleFutura stations. The agreement also includes co-branding on the game clock and an in-game feature to appear during Miller's sponsored half of the games. Miller will also sponsor Futbol Liga Mexicana highlight segments on Univision Radio stations and fan polls on Univision.com.
* Boxing: TeleFutura's weekly primetime program "Solo Boxeo" is one of the highest rated programs, as it provides Hispanics with the best window into the boxing world. Beginning in January, the program will be renamed "Solo Boxeo de Miller," providing Miller with complete local and network exclusivity, in addition to on-site signage and on-air IDs, enhanced production elements, sponsorship of related programming and segments such as "Tale of the Tape" and "After the Bell." In addition, Univision and Miller will co-promote the newly established tie with "Solo Boxeo de Miller" on TV, radio and online. Univision Radio will also air "In This Corner" segments and Miller-branded promotions in local markets. Univision.com will add fan interaction featuring Miller-branded promotions.
* Miller will be the exclusive beer sponsor of special primetime novelas (soaps). The sponsorship will include the right to preview new productions and sponsor novelas throughout selling periods critical to Miller marketing needs.
* Miller will partner will Univision as the exclusive beer sponsor of a select group of music-related specials slated for 2005 and 2006.
* Miller will also sponsor Spanish-language PSAs on Univision's local and national television and radio outlets as part of Miller's "Live Responsibly" campaign.
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