October 29, 2009

By By Leila Cobo, Miami

Coors Light will sponsor a series of intimate appearances by reggaet?n star Daddy Yankee promoting his new single ?Grito Mundial? as a prelude to the release of his new album in 2010.

Coors Light will present Yankee in six single release events that are being billed ?En Exclusiva? (In Exclusive) in Orlando, Houston, Dallas, Chicago, New York and Philadelphia, beginning with the Orlando event Nov. 18. The events will be open to approximately 200 people each, who will gain access via a cell phone texting campaign and radio promotions crafted for each market.

?We see this as a great opportunity for Coors Light to leverage [Daddy Yankee?s] celebrity image and allow us to connect more emotionally with the Hispanic consumer,? said Pamela Palacios, associate brand manager for Coors Light.

The events are unique in the exclusivity they offer Yankee fans. ?When artists are at that level they?re usually playing stadiums,? says Yankee?s publicist, Mayna Nevarez. ?This is a way to get closer to the fans and it builds up buzz for the release of his album.?

Coors had already sponsored Daddy Yankee events last year and the association was a happy one, says Palacios.

?We wanted to build on that continued success. We see this as a great opportunity.?

Yankee?s new album, ?Daddy Yankee Mundial,? is slated for release next February. Yankee is currently negotiating a distribution deal.

Subscribe to Billboard magazine today!