Telemundo & Fruit of the Loom partner for 2010 Miss Universe Pageant.

Telemundo announced a partnership with Fruit of the Loom, Inc. for the 2010 Miss Universe Pageant.

The “Fruit of the Loom Miss Universe Experience” multiplatform deal provides viewers with more engaging coverage of the pageant and will provide tips and advice to help viewers learn how they, too, can prepare to look and feel great for all of life’s big events. Telemundo’s Levantate will promote the partnership on-air through a promotional segment series and a customized product capsule. The partnership will be featured in additional on-air promotions in Telemundo programs including Camino a la Corona and Al Rojo Vivo. Telemundo will produce a customized “Buscando a la Corona” vignette showcasing Fruit of the Loom product, which will air during the Miss Universe Pageant.

“We are thrilled to work with our partner Fruit of the Loom as a marquis sponsor of Miss Universe,” said Jacqueline Hernández, Chief Operating Officer, Telemundo. “Each year Miss Universe delivers record numbers both in ratings as well as online. This program is very on brand for Fruit of the Loom and multiplatform with custom capsules running across our network’s day parts as well as on all screens. We are all looking forward to Vegas!”

“We have a great partnership with Telemundo, and the Miss Universe Pageant is another special event that allows us to showcase the beautiful variety of intimate apparel styles Fruit of the Loom has to offer,” said John Shivel, Senior Vice President of Marketing, Advertising and Communications for Fruit of the Loom, Inc.

“The Miss Universe communication platform is a great extension of our campaign. It allows Fruit of the Loom to provide consumers with valuable content, across the media touchpoints they prefer,” added Montse Barrena, Group Account Director, Grupo Gallegos.

Fruit of the Loom is the official sponsor of the Spanish-language Miss Universe Pageant custom microsite, which features video and editorial content, as well as photo galleries. The site will stream Fruit of the Loom-integrated content, custom editorial content, banner ads, pre-roll and interactive features exclusive to the Fruit of the Loom brand on www.telemundo.com.

Fruit of the Loom is also the sponsor of Telemundo’s Miss Universe WAP site. The mobile content includes video, photo galleries and interactive features. SMS alerts will notify viewers of the latest news related to the 2010 Miss Universe Pageant Event and tune-in alerts.