Snapple Becomes Sponsor of 'America's Got Talent'

Soft drink maker to get integrated into NBC show

By Jon Lafayette -- Broadcasting & Cable, 2/13/2012 2:01:13 PM

Snapple has signed on as the official beverage of NBC's America's Got Talent.

As part of the deal, Snapple will have on-air product integrations all season long, an extensive digital and social media campaign, and a full branded off-channel marketing effort.

"This partnership with America's Got Talent gives Snapple the opportunity to celebrate the best stuff across America," Regan Ebert, VP of marketing for Snapple, said in a statement. "There are no two brands quite like Snapple and America's Got Talent in terms of the range of the fun and flavor we bring our fans. It's going to be an exciting summer."

In addition to NBC, the deal involves show creators FremantleMedia Enterprises and Syco. Financial terms of the deal were not disclosed.

"The Snapple brand is a perfect fit for the show's mission to celebrate and identify the country's most unique and talented performers." said Jim Hoffman, executive VP for sales and marketing at NBC.

"It is a 'Real Fact' that we are working closely with Snapple to create a first-of-its-kind consumer campaign for America's Got Talent," said Amy Lorbati, senior VP, branded entertainment and partnerships at FremantleMedia Enterprises. "We look forward to launching this exciting and dynamic partnership with Snapple that perfectly complements and extends their brand through fun and unique in-show placement and integrations, to kick off the show's first season in New York."