Southern Comfort set up the sponsorship a year ago to launch the Find Your Own Comfort Zone promotion.
This year's 12-month FHM promotion is called the Southern Comfort Musketeers, an online, print and on-trade drive to find a group of three friends to take part in a series of once-in-a-lifetime challenges.
The brand, owned by Brown Forman, is specifically targeting 18- to 24-year-old males and supports its "Between Friends" TV advertising campaign.
Finalists have been recruited via an email to FHM's database of 250,000 readers aged over 18, alongside postcards distributed in 750 bars across the UK. The winning group will be accompanied by an FHM feature writer, who becomes the fourth Musketeer, or d'Artagnon, and will cover the team's adventures.
Each of the winning team's activities will be covered by the magazine over the next year, carrying Southern Comfort branding. They will be supported online by a competition inviting readers to take part to win prizes reflecting the activities the winning team undertakes, such as a weekend clubbing in Ibiza.
The winning team will be revealed in the November issue of FHM.
Brown Forman marketing director Sophia Angelis said: "The Southern Comfort Musketeers is a credible and humorous way to create a personality for the brand and build a relationship with the 18- to 24-year-old male audience, while bringing the 'Between Friends' brand positioning to life."
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