• by David Kaplan , October 13, 2004

Discovery Networks announced today the renewal of its "multi-million dollar" advertising sales partnership with Visa USA as the exclusive sponsor of Discovery's TLC series "What Not To Wear."

This year's partnership between Discovery and Visa has been expanded to include a new TLC series, "Taking Care Of Business," which began airing this month. The partnership also features advertising on the Discovery Channel, the Travel Channel, BBC America, Discovery Home Channel, and Discovery Times Channel.

"We pride ourselves on being able to offer advertisers natural ways of reaching their target audiences through our programming," said Joe Abruzzese, president, advertising sales, Discovery Networks, U.S. "Discovery has been able to help us showcase Visa in a way that is topical and relevant to consumers," added Nancy Friedman, vice president, advertising, Visa USA. "The renewal of our partnership builds off of last year's success, and we look forward to the results 'Taking Care Of Business' will deliver for our small business products."

As for the integration of Visa in "What Not To Wear," the show's hosts, Stacy London and Clinton Kelly, will arm the selected "fashion offender" with the company's credit card. In addition, Visa will receive promotion in Discovery Channel Stores nationwide and various talent appearances throughout the partnership. The new partnership extends to sponsorship of various upcoming "What Not To Wear" specials throughout the year, such as "$50,000 Dream Wardrobe," "The Worst Dressed Couple In America," and "What Not To Wear: Where Are They Now."

The new series, "Taking Care Of Business," is designed to find small businesses across the country and rescue them from failure. Each week, a team of experts descends on a small business and has 48 hours to put them on the path to success. From image, technology, and products to management, the team of experts transforms the entire business.

For "Taking Care Of Business," Visa will receive co-branded billboards, in-program bumps, and tune-ins, along with product integration opportunities. Visa will also receive a customized vignette that gives viewers small business tips and information.