A synergistic 30-week package was negotiated that went way beyond traditional spot sponsorship opportunities.

On-set presence was achieved through extensive signage and the strongly-negotiated integration of a Jim Beam bar, where the hosts and studio audience fully interacted with the brand.The all-female Jim Beam Party Crew addressed the pillars of sex and music and Intellectual Property was negotiated for development of the Jim Beam Footy Show (retail) 18-Pack which was promoted within the show.

Sponsorship recall doubled over 30 weeks, achieving desired continuous visibility. Ratings up 13%, media value increased 108%.Double-digit profile growth and 2005’s record sales indicated direct share from competitor. 18-Pack sold out 2-months early. The Footy Show hospitality for large-pour clients made Jim Beam “first-pour choice," translating to increased sales.