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'Celebrity Apprentice' Names Sponsors

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NEW YORK Eight sponsors will have product integrations on NBC's The Celebrity Apprentice, which debuts Thursday, Jan. 3 at 9 p.m.

The seventh edition of the hit show includes integrations from Kodak, Dial, Vera Wang by Serta, Quiznos, QVC, Crocs, Nederlander and Pedigree.

The integrations are not sold by NBC, but instead by The Apprentice producer Mark Burnett Productions, in association with Trump Productions.

This is the first time Kodak has entered the show."We've got a brand new business model and product that we're pushing out. We were looking for something a little edgy and we thought this was a great match. Putting Trump and The Apprentice brand together with the iconic Kodak brand—we thought the timing was right," said Jeff Hayzlett, Kodak CMO.

Celebrity cast members have been given the Kodak Easy Share printer (an all-in-one device) as well as its digital cameras and have been tasked with creating an innovative printing experience and will be judged on profitability, originality, brand and messaging as they vie for the top spot.

"The sponsors for The Apprentice in the past six seasons have all had remarkable results in their sales growth, and I'm certain this season will be no different," Trump said.

Kodak's Hayzlett said the company plans to measure the success on viewership and conversion to sales of the product.

The latest edition of The Apprentice will have celebrities competing to raise money for their respective charities. Among the "celebrity" competitors are Omarosa, the controversial contestant from an earlier Apprentice; Gene Simmons; Vincent Pastore; Marilu Henner; Stephen Baldwin; Trace Adkins; and Carol Alt, among others.

Past advertisers involved in product integrations on the show include Pepsi, General Motors, Unilever, Mars, Lexus, Procter & Gamble, Microsoft, Outback Steakhouse, Dove, Burger King, Best Buy and Domino's Pizza.