• by Wayne Friedman , August 7, 2008

Columbia Sportswear Co., which improved its marketing visibility in the TV and sports world in the last few months, has struck a marketing deal with cable TV company Discovery Channel. It will be a major outfitter for two Discovery programs.

As part of its deal, Columbia's products will be visible in Discovery Channel's program "Survivorman," hosted by Les Stroud, and a new series debuting August 18, starring Josh Bernstein, called "Into The Unknown with Josh Bernstein." The show will focus on subjects ranging from anthropology, archeology and adventure to environmental issues.

The deal will include a media buy on the network and a co-branded online advertising component.

Earlier this year--just before the Tour de France--Columbia became the lead sponsor of a professional road cycling team, now called Team Columbia. During the race, the team won five stages of the three-week bike race. Team Columbia was one of two U.S.-based cycling teams in the race; the other was Garmin-Chipotle.

In three previous years, Discovery Channel was the main sponsor of a U.S.-based professional cycling team, twice winning the Tour de France during that time.