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FX Taps Miller to Sponsor Rescue Me Episode

Following on the heels of a similar deal for hit series Nip/Tuck, FX announced Wednesday that Miller Brewing Co. will sponsor the July 21 commercial-free premiere of new drama Rescue Me.

The integrated-sponsorship deal includes both on- and off-air elements intended for legal-drinking-age consumers, including: brand integration; customized introduction and “thank-you” messages featuring the series’ cast; and Miller branding on printed, digital and televised promotional materials, the network said.

“Our partnership with Miller represents the ever-increasing value of FX original series and the quality brand the network is establishing,” FX president of advertising sales Bruce Lefkowitz said in a prepared statement.

“Miller’s commercial-free sponsorship of Rescue Me is another example of the ever-increasing opportunities to increase the value for both the client and the network and maximize the overall impact,” he added.

Earlier this month, satellite-radio service XM Satellite Radio Holdings Inc. served as the title sponsor for the second-season premiere of Nip/Tuck. That episode drew 3.8 million viewers -- 2.7 million of which were adults 18-49 -- and a series-record 3.6 rating.

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.