Thursday, August 23, 2012

Coors Light and Discovery en Español Partner on New Soccer Series 'Acceso Exclusivo: Pumas' marks Hispanic net's ramp-up to the World Cup

Aug 22, 2012 | by Sam Thielman

Extra investment in Discovery U.S. Hispanic is paying off: the division's flagship network, Discovery en Español, is pulling in a major advertiser with its original content in the form of Coors Light, marking the first time that the Molson Coors has inked a deal with the Spanish-language cable net.

The deal covers an ad integration with Acceso Exclusivo: Pumas, the first U.S.-original show in the Acceso Exclusivo series, which will feature the beer prominently throughout the program. Discovery will also provide footage to Coors Light for use on its digital properties (its proprietary platform, Facebook and Twitter).

It's the most recent in a long line of partnerships focusing on Hispanic consumers in the U.S., and Coors believes it's wise to get into that particular niche early.

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