- Hollywood Reporter Staff

NEW YORK Cable net AMC said it has signed BMW as an exclusive premiere sponsor and series partner for season two of Mad Men.

AMC said it would spotlight BMW through each of its multiplatform marketing initiatives, including on-air and online promotions, and within the network's off-channel marketing campaign through tagged exposure in advertising. AMC will also incorporate BMW into its so-called "MAD-Vertising" campaign, in which the network creates custom content for Mad Men advertisers that airs as part of commercial breaks.

As the exclusive premiere sponsor, BMW will also receive "enhanced exposure" throughout the first episode of Mad Men, as well as throughout AMC's promotional campaign leading up to the new season, which premieres this summer.

In addition, BMW will support a variety of network programming specials leading up to the new season, including a Mad Men season one marathon, and a special half-hour documentary. BMW will also sponsor two additional episodes during the show's second season.