3 Sponsors Join ‘The Restaurant’

Magna Global Entertainment has crafted a deal with three national brands—American Express, Coors Brewing Co. and Mitsubishi Motors—to sponsor NBC reality show The Restaurant. A Magna rep said the sponsors’ products will be featured on the show, which launches July 20. During the premiere broadcast, AmEx will break a national commercial by WPP’s Ogilvy & Mather in New York that features chef Rocco DiSpirito. Magna Global Entertainment, a division of IPG media-buying unit Magna Global USA, is producing the hourly behind-the-scenes look at the creation of DiSpirito’s Manhattan eatery Rocco’s. The terms of the deal were undisclosed.