Yakker nabs first major sponsor for live music portion
HOLLYWOOD — ABC latenight host Jimmy Kimmel has snagged a silver bullet — Coors Light.The Alphabet announced Tuesday that the beer company has signed a lucrative sponsorship deal with “Jimmy Kimmel Live.” It is Kimmel’s first major sponsor. Under the pact, Coors will underwrite the live music concert portion of Kimmel’s show for one calendar year, beginning tonight with Latin pop star Enrique Iglesias, whose new album “Seven” was recently released by Interscope Records. Kimmel’s show, which bowed in early 2003, has made a strong showing among younger male viewers. “Music is such a hot button for the show, and Coors sees the value of going on ‘Jimmy Kimmel,’ ” said Meredith Momoda, VP of integrated marketing and promotion for ABC. “What Oprah Winfrey has been to books, Jimmy Kimmel is to the 18-34 audience.” The live concerts, shot in Hollywood across from the “Kimmel Live” studio, average roughly one per week. Sponsorship deal, worth more than $1 million, will give Coors Light three mentions during each concert, as well as traditional advertising spots.
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