El Rey Steers Sponsorship Pact with General Motors

Deal Features Integration within Network's Original Series

El Rey Network has parked a sponsorship pact with General Motors.

The car company's cross-platform, multi-tiered campaign will be supported across all of El Rey Network's television, digital and social media channels.  The year-long sponsorship, financial terms of which were not disclosed, also includes brand integrations into the network's originals, branded content for on-air and off, on-site, co-marketing efforts and more.  GM will also garner additional international exposure through the overseas licensing of From Dusk Till Dawn: The Series.

"At GM we are committed to transforming the industry by working with partners whose creativity and insight are a match for our core brands," said Steve Tihanyi, general director of marketing alliances and branded entertainment at GM. "GM has always been boldly imaginative and forward thinking so we are excited about working closely with Robert Rodriguez and El Rey Network to communicate our very unique brand proposition in a like-minded environment-one that caters to the taste and minds of our unique and passionate customers."

Noted El Rey founder and chairman Robert Rodriguez: "We are thrilled to collaborate and innovate in this way with General Motors. We look forward to creating breakthrough content that elevates and strengthens GM's brand awareness, leverages our storytelling expertise and engages our audience to help GM realize their goals. This alliance will drive conversation and entice consumers to learn more about their extraordinary products through a highly visual, cinematic experience."

El Rey Network is set to launch this month.