Coors Light to sponsor new Sky One drama Deadwood

by Sam Matthews,, Brand Republic 01-Sep-04, 11:00

LONDON – Coors Fine Light beer has signed a six-figure deal to become the exclusive sponsor of Sky One's western drama 'Deadwood', the highlight of its autumn season.

The deal will promote Coors Fine Light Beer via a series of credits that highlights the heritage of the Coors brand. Creative was produced in-house by Sky Creative Services in partnership with the Leith Agency.

Sky One's 'Deadwood' is based on an American frontier town in 1876 Dakota and stars 'Lovejoy' actor Ian McShane as a sadistic and amoral saloon owner. The series was developed in the US by HBO, which was behind 'Sex and the City' and 'The Sopranos'.

Warren Langley, brand director at Coors Fine Light Beer, said: "Sponsoring 'Deadwood' is the perfect way to bring Coors Fine Light Beer's American heritage to life and tell people about the brand's origin.

"The association is a fantastic opportunity to not only extend our awareness but to let our consumers know about the time and place in which Coors was born."

The sponsorship will run for 12 weeks from September 21 when the series kicks off.

Mark Wood, commercial director at Sky Media, said: "We are confident that the association with one of the year's most talked-about TV shows will provide the ideal platform to drive momentum behind the Coors' brand."

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