Old-School Sponsorship From a Digital-Era Company – New York Times MATCHMAKER, matchmaker, make me a match. So sang the daughters of Tevye in “Fiddler on the Roof.” For a TV comedy series that begins tonight — about a young woman’s dating life, appropriately enough — Madison Avenue is playing matchmaker, bringing together an advertiser and a network for an elaborate sponsorship deal.
The matchmaker is MediaHub from Mullen, the media planning and buying division of Mullen, an agency owned by the Interpublic Group of Companies. MediaHub is hooking up Match.com, the dating Web site operated by IAC/InterActiveCorp, with the TBS cable network for a season-long sponsorship of the new sitcom, called “My Boys.”
Under the agreement, estimated at $1 million to $2 million,
Match.com will be featured in all 13 episodes of “My Boys,” which
chronicles the adventures of a twentysomething who covers sports for a
Chicago newspaper as she juggles her career and social life. The Web
site will be featured prominently in two episodes and play cameo roles
in the rest.
Other elements of the deal include identification of
“My Boys” as “sponsored by Match.com” in a television, print, radio and
online promotional campaign that TBS is creating for the series; the
posting of a profile of a character from the series on Match.com;
billboard-style ads for Match.com on a special “My Boys” Web site and a discussion of “My Boys” and Match.com during an episode of another TBS show, “Movie and a Makeover.”