• by Wayne Friedman , August 3, 2020

One of cable TV’s biggest summer week-long programming efforts, “Shark Week” on Discovery Channel returns with new sponsors including Jeep, Heineken 0.0, Nationwide, Burger King, Home Depot, Modelo, Gorilla Glue and Cooper Tire.

Now in its 32nd year, the week-long programming event -- August 9th through August 16 -- focuses on all things concerning sharks, with Discovery airing more than 20 hours of original shark-theme programming, similar to a year ago.  

Last year, according to iSpot.tv, “Shark Week” accumulated 992.5 million prime-time TV ad impressions -- more than double the prime-time impressions in the seven days before the week-long real-life, unscripted programming event.

This year will include former boxing great Mike Tyson in a show “Tyson Vs. Jaws.” 

In addition to Tyson, other celebrities will include Shaquille O’Neal (“Shaq Attack”); Will Smith (“Will Smith Off the Deep End”); Snoop Dogg (“Sharkadelic Summer”); Adam Devine (“Adam Device’s Secret Shark Liar”); as well as Dude Perfect, Mark Rober, Anders Holm and Blake Anderson. 

A year ago, Discovery had celebrity-themed shows including “Shaq does Shark Week” and “Shark School with Michael Phelps.” 

In terms of specific sponsor activations, the Jeep brand will include social video on Facebook and Instagram, and Shark News videos across websites and social site. Heineken will be integrated into a premiere episode of “Josh Gates Tonight: Shark Week.”

Nationwide Insurance will have a custom vignette and videos across social sites. Burger King will have ongoing marketing extensions throughout the week, as well as an on-air sponsorship. Cooper Tire will sponsor tune-ins leading up to Shark Week, as well as sponsoring digital and social content.

Previous client Geico, as well new sponsors -- Home Depot, Modelo and Gorilla Glue -- will have custom vignettes, tune-ins, billboards and in-programming messaging.

Some marketers will also have an association with Discovery Nature Minutes, airing every night of Shark Week, with shark related content on linear and social.