CHICAGO Miller Brewing has signed a three-year, $100 million marketing deal with Univision Communica-
tions, the largest Spanish-language media company in the U.S., the Milwaukee brewery said on Friday.
The deal includes airtime on the Univision's TV, radio and online outlets, in addition to sponsorships and "substantial brand integration," Miller said.
Under terms of the agreement, Miller will be a major sponsor of the 2006 World Cup telecasts on Univision, as well as other soccer programming. Miller also will be the exclusive beer sponsor for Univision's "telenovelas," or prime-time Spanish-language soap operas, as well as the music specials broadcast or sponsored by the network.
"This agreement gives us a very real, long-term competitive advantage in connecting with adult Hispanic beer drinkers," said Luis Altuve, director of multicultural marketing at Miller, in a statement.
Publicis Groupe's Tapestry, a unit of Starcom MediaVest Group in Chicago, brokered the deal.