Nike, MySpace, Toyota, Comcast Corp., Alltel Wireless and Fox Searchlight have signed up as advertisers for this year's BET Hip Hop Awards telecast.
Innovative cross-promotional activities include the creation of a shoe—a limited edition crushed patent leather Air Force 1 sneaker—designed by Nike. BET has branded the footwear as the official "kicks" of the award show.
The channel and MySpace will co-promote the awards telecast, with MySpace Music touting the cablecast at http://www.myspace.com/hiphop as well as becoming the branding partner for a new award category, the "MySpace Rookie of the Year." Nominees for the new award include Ace Hood, Flo Rida, Maino, Rocko and Shawty Lo.
Toyota will sponsor the red carpet; Alltel Wireless is the branded sponsor for the People's Champ Award; and Fox Searchlight will offer a sneak peak at the trailer for its upcoming biopic, Notorious, about the late rapper Notorious B.I.G.