Tinder Swipes Right on Shark Week for Discovery Franchise’s 30th Anniversary

Lyft and Equinox join returning marketers for this year's event

This year's Shark Week partnerships include Tinder, Georgetown Cupcake, Southwest and Lyft. Sources: Discovery

It’s no surprise that Discovery has lined up several new and returning partnerships for its biggest Shark Week yet, as the franchise celebrates its 30th anniversary. But the network has lined up one unexpected new brand to help promote this year’s event, which debuts on Sunday: Tinder.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.