“Shark Week”  -- Warner Bros. Discovery's popular summer week franchise -- has added new advertising partners along with sponsorship on its streaming platforms, Max and discovery+.

New brand partners include Ford Motor, Harbor Freight and Universal Pictures. They join returning sponsors, which include Gorilla Glue, PNC Bank, Sherwin Williams, Sport Clips and University of Phoenix.

Sponsorship deals include custom video, tagged tune-in, billboards and in-program messaging, and streaming program “collections.”  

Brands include Ford, Harbor Freight, PNC Bank and Sport Clips will be sponsoring “Shark Week Collection,” a review show, on WBD’s streaming platforms Max and discovery+, offering content of previous years' Shark Week events.

In addition, PNC Bank-sponsored on-air billboards will run across Discovery Channel, TBS, HGTV and Food Network.

Sherwin Williams-sponsored vignettes will air on Discovery Channel, TBS and TNT.  

“Shark Week” -- now in its 36th annual week of programming -- will air on Sunday, July 7 through Saturday, July 13 with 21 hours of new programming, hosted by John Cena.

Last year during its heavily programmed Shark Week from July 23 through July 29, Discovery Channel's “Shark Week” earned an estimated $10.7 million in national TV advertising, according to EDO Ad EnGage -- from 5,670 airings of commercials resulting in 2.5 billion impressions. 

Major advertisers that week for the channel include: Chevrolet, Sensodyne, Warner Bros. Pictures, Dairy Queen, Domino’s Pizza, Trelegy, Valspar, Liberty Mutual, Subway, IBM, Sonic Drive-In, and Sports Clips.

Last year in the immediate minutes after a TV ad spot aired, that week’s messaging witnessed an average increase of 2,540 in search engagement, according to EDO.

WBD says “Shark Week” accounted for an 18% lift in overall streaming, and generated 191 million total social impressions.