Nov 6, 2006 6:03 AM, PROMO Xtra, By Amy Johannes

New Balance Athletic Shoe, Inc. is kicking off a multi-million dollar partnership with Sesame Workshop, the nonprofit education arm behind the Sesame Street series, to sponsor the show and other initiatives.

The four-year deal, which starts this month, calls for the shoe company to sponsor Sesame Street and the U.S. broadcast of Plaza Sésamo, the Latin American co-production of the show, in select PBS markets. Starting today, New Balance will air a 15-second bilingual spot in English and Spanish at the beginning and end of the hour-long program on PBS. The TV sponsorship runs through December 2007.

New Balance will also be featured at SesameStreet.com and at NewBalance.com, in print ads in Sesame Street magazine and in Sesame Street newsletters. New Balance is the first athletic brand to sponsor the Sesame Street series, the company said.

"New Balance and Sesame Workshop have shared brand qualities and core values—including integrity, innovation, authenticity, consistency and a global commitment to a healthy lifestyle and our community," New Balance Executive VP-Global Marketing Paul Heffernan said in a statement. "As the most trusted and recognized television program among parents, Sesame Street is a natural fit for us to communicate the brand essence of New Balance Kids."

Boston-based New Balance will be the exclusive national sponsor of Sesame Street Presents: The Body, an interactive traveling museum exhibit that teaches kids about their bodies and how to stay healthy. The exhibit rolls out with the in January in Santa Ana, CA, followed by Charlotte, NC in the summer and Houston in the fall. New Balance will be integrated into different interactive play areas, including a lesson teaching kids how to tie their shoelaces and will act as a partner Sesame Workshop's Healthy Habits for Life program.

Ryan Partnership, Wilton, CT, handles the sponsorship and advertising elements.

For more coverage on entertainment marketing

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info