FX Networks has brewed up a big deal with MillerCoors.
The cable unit of 21st Century Fox has struck a three-year deal with MillerCoors that will make the brewer the official beer sponsor for the FX, FXX and FXM networks.
The agreement is non-exclusive, meaning FX Networks will still be able to sell commercial time to other beer makers. However, MillerCoors will have exclusivity on any product-placement in FX Networks' programs and a first-look deal for future shows.
MillerCoors already has a visible presence on FX Networks. Its products have been featured in the motorcycle gang drama "Sons of Anarchy" and the slacker comedy "It's Always Sunny in Philadelphia."
For programmers such as FX Networks, product placement has become a very important revenue stream, especially as production costs rise.
MillerCoors also has a similar agreement with Time Warner Inc.'s Turner Broadcasting, whose networks include TNT, TBS and TruTV.
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