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NEW YORK AOL has signed five brands to sponsor Gold Rush, its upcoming reality competition series, with the portal pulling in close to $20 million, according to sources familiar with the negotiations.
The show’s category-exclusive sponsors include Best Buy, Chevrolet, Coca-Cola Zero, T-Mobile and Washington Mutual. The core of these deals will be brand integration, with sponsor products weaved into the Mark Burnett-produced show, which involves groups of contestants competing for cash and gold valued at over $2 million.
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