The deal, negotiated by Sky Media and Universal McCann, will see the global drinks company sponsoring the show as part of an on and off-air campaign, including series marketing for the duration of the season.
The exclusive sponsorship will include a microsite, which people can visit to win Southern Comfort prizes. It will also see Southern Comfort branding throughout FX’s marketing push, which will comprise of promotional spots across Sky’s network of stations, Out-of-Home activity, and a national Press campaign.
Jamie Butler, brand manager at Southern Comfort, says: “We are delighted to sponsor the second season of True Blood. Southern Comfort’s come as you are attitude to life is epitomized in the stories of the residents of Bon Temps, which along with our New Orleans heritage makes True Blood a perfect fit with our brand’.
Sophie Potter, account director of media sales and partnerships for Fox Fuse, says:
“As a brand with a strong southern heritage and a flair for the unique, they are the perfect partners for this popular and groundbreaking series.”
FXUK recently announced that it has developed extra content to play during the ad breaks for the second series of True Blood in a bid to retain viewer attention.
The show, based on a series of novels, stars actress Anna Pacquin, in the leading role as waitress Sookie Stackhouse. It premieres on 26 February.
BSkyB, Virgin Media and Talk Talk all carry FXUK.