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Buyers warn of advertiser risk if show does poorly
Sponsors taking name ownership of sports broadcasting is commonplace. Then Coke became the first advertiser to get naming rights to a nonsports program. And with the summer debut of Pepsi Smash on The WB Network, Pepsi is now the second. While buyers like the idea, they caution that it can be risky.
The hour-long, six-week Pepsi Smash debuts July 16, featuring live performances by the likes of Beyoncé, Michelle Branch and Mya.
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