One of the original big-ticket branded entertainment-connected TV shows, "Celebrity Apprentice" has announced a
new slate of in-show sponsors: food company Kraft, drug retailer, Walgreens and confectionary brand M&Ms.
NBC has also announced some of last season's -- General Motors, Good Sam, and Farouk Hair Systems -- will be making a return for the show. Now in its 12th edition, it premieres on Sunday, Feb. 19. Other season sponsors this year include Entertainment.com, Ivanka Trump Collection, O-Cedarand Five Star Fragrance.
Major marketers have played a large part in the content of each episode -- especially when it comes to in-show marketing challenges. Early on "The Apprentice," the original title of the series, had a price tag of around $2 million to $3 million for a single branded entertainment deal for each episode. While media buyers say the price tag has dropped -- as have the ratings -- the show has remained an effective market tool.
Last season's finalists, John Rich and Marlee Matlin, won for a '70s and '80s retro for 7UP. Winning celebrities will get $250,000 to give to charity.
Through the show's 11 seasons, other brands on the show have included Best Buy, Burger King, Dove, Domino’s Pizza, Dairy Queen, The Dial Corporation, Home Depot, Kodak, Lexus, Microsoft, Nestle, Outback Steakhouse, Procter & Gamble, Staples, Pontiac, Pedigree, Priceline.com, Right Guard, Rockport, Snapple and Unilever.
Donald J. Trump, host and executive producer of the show, stated: "'The Celebrity Apprentice’ proves that between our fantastic cast and the creative tasks they participate in, the show offers an extraordinary value for our partners.”