Following on the heels of a similar deal for hit series Nip/Tuck, FX announced Wednesday that Miller Brewing Co. will sponsor the July 21 commercial-free premiere of new drama Rescue Me.
The integrated-sponsorship deal includes both on- and off-air elements intended for legal-drinking-age consumers, including: brand integration; customized introduction and “thank-you” messages featuring the series’ cast; and Miller branding on printed, digital and televised promotional materials, the network said.
“Our partnership with Miller represents the ever-increasing value of FX original series and the quality brand the network is establishing,” FX president of advertising sales Bruce Lefkowitz said in a prepared statement.
“Miller’s commercial-free sponsorship of Rescue Me is another example of the ever-increasing opportunities to increase the value for both the client and the network and maximize the overall impact,” he added.
Earlier this month, satellite-radio service XM Satellite Radio Holdings Inc. served as the title sponsor for the second-season premiere of Nip/Tuck. That episode drew 3.8 million viewers -- 2.7 million of which were adults 18-49 -- and a series-record 3.6 rating.