IFC, Jameson Pour Sponsorship Pact

IFC and Jameson raised glasses on new sponsorship deal behind the network's original series, The Increasingly Poor Decisions of Todd Margaret.
Jameson will receive on-air exposure around the series, which premiered on Oct. 1 and airs Friday nights at 10 p.m. (ET/PT), via a custom 60-second vignette, incorporating show footage and Jameson creative to preview the series' next installment.
The piece will play at the end of each episode and be followed by a 30-second Jameson spot. The marketer also received on-site exposure at IFC's premiere screening for the series at the New York Television Festival on Sept. 23.
Deal terms were not disclosed.

IBoth IFC and Jameson are brands that explore the ‘slightly off' side of things - IFC via the indie perspective it brings to original programming like Todd Margaret, and Jameson through its latest ad campaign," said Vanessa Benfield, senior vice president, partnership sales & integrated solutions, IFC & Sundance Channel, in a statement. "This off-kilter approach is what makes this a truly great pairing for both brands."

"Agreed," said Frankie Pezzella, senior brand manager at Jameson. "The synergy between the show and Jameson's wit are an authentic fit. Jameson connects with consumers by staying true to its great whiskey character but we tell our story with a twist and we don't take ourselves too seriously. It is this kind of approach to marketing that has contributed to Jameson more than doubling in size in the past three years in the U.S. and becoming the fastest growing premium spirits brand, with no signs of slowing down."