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Chrysler Corners Car Mart on NBC Show

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CHICAGO Chrysler has signed on as the exclusive automotive sponsor of NBC's new reality series, The Apprentice.

The sponsorship package includes advertising in each episode of the show, promotional mentions, a Web presence and integration of Chrysler into one of the final tasks for the program's competitors. The Detroit automaker will also launch two of its new cars—the 300C and the PT Cruiser convertible—during the show's run, which begins Jan. 8.

"This sponsorship is a natural fit for the Chrysler brand," said Jeff Bell, vice president of Chrysler and Jeep marketing, in a statement. "Chrysler recognizes the competitive drive and skill required to succeed in the marketplace."

The Apprentice features contestants vying to become a business protege of Donald Trump. As part of the sponsorship deal, viewers will select via a Web site one of four Chrysler cars for the winning contestant.