Fox Soccer Joins With Jose Cuervo

NEW YORK Fox Soccer Channel has signed Jose Cuervo Tradicionale, a Diageo brand, as title sponsor for its primetime lineup, a first for the network.

David Sternberg, evp and COO of emerging networks at Fox Cable Networks Group, said since FSC passed the 30 million household mark (nearing 33 million), it has attracted a lot of new advertisers to the network.

“A lot of it [growth of the network] can be tied to the overall increased awareness of MLS and soccer in this country,” he said.

The substantial growth in the average audience could also be linked to the addition of international soccer star David Beckham, who joined MLS team LA Galaxy in July of this year, he added.

The Cuervo brand officially kicked off as presenting sponsor this month. It has a media buy across the network during FSC’s block of programming from 9 p.m. to 2 a.m. During that time, Cuervo’s “Drink responsibly” ads are featured, as well as image and brand commercials that showcase multiple Diageo products including Crown Royal and Captain Morgan.

The buy extends into matches, with FSC providing “clock-chip” sponsorship (with the logo running adjacent to the clock and score for five minute segments), as well as via in-game animated billboards.

“We provide as much value as possible within the actual games to ensure that the product and brand gets reinforced during the matches,” said Mike Petruzzi, national advertising sales manager at the client.