Sponsors Sign for Spots in 'The Biggest Loser'

General Mills, Jennie-O, Brita, Planet Fitness, Subway and Walgreens get integrated into series

By Jon Lafayette -- Broadcasting & Cable, 1/7/2013 11:48:20 AM

Several advertisers have signed up to be integration partners for the 14th season of NBC's The Biggest Loser, produced by Shine America.

The sponsors are General Mills, Brita Water Filters, Planet Fitness, Subway, Jennie-O and Walgreens. In addition to being integrated into episodes of the series, the marketers will be part of the show's "Challenge America" online drive aimed at helping lose weight at home.

"This is setting up to be a very important season of The Biggest Loser as the show tackles childhood obesity for the first time and looks to Challenge America to get healthy alongside our contestants," former NBC exec Vivi Zigler, now president, Shine 360º and digital, Shine America, said in a statement. "We are thrilled that all of these leading brands have joined forces with The Biggest Loser in our ongoing efforts to fight obesity in this country."

As part of the "Challenge America" initiative, each episode this season will be dedicated to overcoming one of the leading causes of childhood obesity. Weekly themes include "Get Moving," "Cut the Junk" and "Eat Right on a Budget."

The show's winner will appear in a commercial for Subway.

Biggest Loser has also formed partnerships with Seventeen magazine and the NFL's Play 60 initiative aimed at teens and children. NFL player Antonio Gates will appear on one episode of the show.