Pantene Signs as Title Sponsor of China’s Next Top Model
Procter & Gamble has signed a deal to be the title sponsor of the Chinese version of the popular TV show “America’s Next Top Model.”
The deal was reported to be worth more than $1 million.
P&G’s Pantene brand will be showcased during the reality series. The deal includes the right of first refusal for its other brands, such as Cover Girl and Olay, to be placed in ad slots.
The show begins airing in August.
Cover Girl has been a sponsor of “America’s Next Top Model” for about nine years. That deal includes advertising and product placement. The top model, among other prizes, wins a contract with Cover Girl.
A glimpse of the season eight winner, CariDee, can be viewed at a special section on the CW Web site at CWTV.com/Thecw/MyLifeAsACoverGirl-Caridee-pg1. CW produces the show.
“It’s a nice way for us to identify new models,” P&G spokesperson Tracey Long said.
“America’s Next Top Model” is now in its ninth season. The Chinese version will be produced by Shanghai Media Group’s Dragon TV and will be filmed in Shanghai.
