• by Wayne Friedman , August 15, 2006

USA Network's "Nashville Star," the five-year-old reality show that looks to find the next country music star, has inked a deal with Sonic, the drive-in restaurant chain, as its first full integrated branded entertainment sponsor.

More than other typical branded entertainment deals, Sonic will be involved in casting, the live show, and the concert tour that takes place after the show has concluded its recent season. "Nashville Star" starts up January 2007 for its fifth season.

Sonic's sponsorship will include signage at auditions, in-show product integration, on-air and custom integrated USA Network promo spots, consumer print advertising, radio and grassroots marketing. Sonic will also have an exclusive sponsored presence on the show's official Web site at http://www.usanetwork.com/nashvillestar/.

In previous seasons, USA Network had numerous major ad commitments, such AstraZeneca's Prilosec OTC and Cotton Incorporated. But none on the level of Sonic, according to the company.