UPS to Sponsor CNN’s ‘On the Rise’

ATLANTA UPS will begin sponsoring “On the Rise,” a weekly segment on CNN that profiles successful small businesses, on Jan. 12, the company said.

The four-minute segment will air each Wednesday during the NewsNight With Aaron Brown program, CNN’s flagship evening newscast.

UPS has agreed to be title sponsor of 21 of the 52 episodes of “On the Rise” that CNN plans to broadcast this year. The Atlanta-based company will be mentioned at the beginning and end of each segment as title sponsor. There is no other sponsor for the remaining segments.

“On the Rise” has been a monthly program since 2002 and never had a sponsor, said Greg D’Alba, chief operating officer of sales and advertising at CNN. In addition to becoming a weekly segment this year, “On the Rise” will be aired on CNN Radio, which is distributed by Westwood One, CNN Airport Network, CNN.com, and CNN Money.com.

The agreement was negotiated by Lowe New York, which provides all national broadcast buying for UPS.

UPS will have advertising opportunities on each of the CNN platforms to promote its sponsorship of the segment. The company also plans to run a full-page ad in Fortune Small Business magazine later this year and participate in a CNN-sponsored small business conference in New York during the third quarter.

The company chose the sponsorship because of its focus on attracting small business owners as customers, said Larry Bloomenkranz, vice president of global brand management and advertising for UPS.

“It’s a nice fit for us,” Bloomenkranz said.