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NCC Cracks Open a Corona

Rep firm National Cable Communications will locally align Grupo Modelo S.A. de C.V. Corona Extra beer with World Cup Soccer across 32 markets under terms of a deal announced Thursday.

Corona TV spots will air during all 52 World Cup games and support programming on ESPN and ESPN2, and the beer will be recognized via promotional elements to air across multiple cable networks in each market, NCC said.

“Our main objective is to capitalize on World Cup soccer's tremendous popularity among men 21-34 during a peak beer-consumption window from June-August," Modelo Brands vice president of marketing Timm Amundson said in a prepared statement.

“Spot cable's unique ability to target Corona Extra's key distribution markets, partnered with its access to rich and diverse sports content, like World Cup soccer, was the key to achieving this goal,” he added.

NCC is jointly owned by Comcast Corp., Cox Communications Inc. and Time Warner Cable.