Sonic ordered up a presenting sponsorship role with USA Network’s Nashville Star.
The drive-in restaurant chain was named the exclusive presenting partner of the country-music-competition series.
Deal terms were not disclosed by the parties, but Sonic will have a presence in all three phases of the show -- casting, the live shows and the subsequent tour.
The integrated media and marketing partnership with the series begins with auditions this month, leading up to the premiere of the fifth season in January.
Among the elements involved with the package: signage at auditions; in-show integration; tagged on-air and custom integrated promo spots; consumer print advertising; radio campaigns and grassroots marketing; and a presence on the show's official Web site (www.usanetwork.com/series/nashvillestar).