Miller Brewing has signed a three-year, $100 million marketing deal with Univision Communications, the largest Spanish-language media company in the United States.

Miller Brewing has signed a three-year, $100 million marketing deal with Univision Communications, the largest Spanish-language media company in the United States.

The deal includes airtime on the Univision's TV, radio and online outlets, in addition to sponsorships and "substantial brand integration," the Milwaukee-based brewery says.

Under terms of the agreement, Miller will be a major sponsor of the 2006 World Cup telecasts on Univision, as well as other soccer programming. Miller also will be the exclusive beer sponsor for Univision's "telenovelas," or prime-time Spanish-language soap operas, as well as the music specials broadcast or sponsored by the network.

"This agreement gives us a very real, long-term competitive advantage in connecting with adult Hispanic beer drinkers," says Luis Altuve, director of multicultural marketing at Miller, in a statement.

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