The New York Times reports CNN has signed a sponsorship deal with German automaker Volkswagen that will put VW branding on upcoming “CNN Films” documentary programs:
Although financial terms of the CNN Films sponsorship are not being disclosed, Volkswagen of America more than doubled its ad-spending commitment to CNN in the 2014-15 upfront compared with the 2013-14 upfront. The sponsorship is planned to run through the end of the third quarter of 2015.
The sponsorship will be promoted in video clips and posters using phrases like “CNN Films, presented by VW,” rather than giving Volkswagen a shout-out in the title the way that, say, “Camel News Caravan” did for Camel cigarettes or that, in the contemporary sports realm, a college football championship game was renamed the Goodyear Cotton Bowl Classic.
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