Brands Take the 'American Idol' Stage

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NEW YORK Each season there is only one American Idol. But the real winners may be the show’s loyal sponsors.

Almost since its inception, the show has maintained strong ties with three main benefactors: Coca-Cola, Ford and AT&T (previously Cingular). Those brands have reaped a level of promotion on the show that is unrivaled in recent TV history.

“We work very hard to deliver what the sponsors want,” said Keith Hindle, evp, licensing, Americas for the show’s producer Fremantle Media.

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