The agreement with digital entertainment channel FX sees Southern Comfort sponsoring the series’ second season, which premieres on February 26 at 10pm.
Branding will feature in FX’s marketing push, which will include promotional spots across Sky’s network of stations and a national press campaign. It will also include a microsite featuring consumer competitions to win Southern Comfort prizes.
A new range of cocktails, including one called Southern Blood, have been created by master mixologist Giles Looker to support the activity.
Brand manager Jamie Butler said: “We are delighted to sponsor the second season of True Blood. Southern Comfort’s come?-as?-you?-are attitude to life is epitomi?sed in the stories of the residents of Bon Temps, which along with our New Orleans heritage makes it a perfect fit with our brand.”