August 28, 2009

By By Steve McClellan

Univision has signed AT&T, Bud Light, Coca-Cola, State Farm and Target as title sponsors of its upcoming American Idol-like music competition, Viva el Sue?o! (Live the Dream!).

The series will feature aspiring professional artists who have not yet had their big break and give viewers the chance to vote for their favorite performers.

As sponsors, AT&T, Bud, Coke, State Farm and Target will be integrated throughout the program. The show premieres Aug. 30 at 8 p.m. and will be hosted by actor Cristian de la Fuente and model/actress Carolina Guerra.

Those five brands "truly understand the power of the Hispanic consumer and recognize how to build a lasting relationship with this demographic," said David Lawenda, president of advertising, sales and marketing at the network. "Univision is proud and honored to be able to continue to play an integral role in creating innovative marketing programs for our clients and helping them grow their business."

The sponsors are chipping in with Univision to provide the winner of the competition with $200,000 in cash and prizes.

-- Nielsen Business Media

Subscribe to Billboard magazine today!