The American Idol brand is still hot, and a new season kicked off this week with the same three major sponsors on board but at a hefty price. Ford (NYSE: F), Coca-Cola (NYSE: KO) and AT&T (NYSE: T) have all signed on as sponsors again this season paying $35 million each to have their brand names and products tied to American Idol. That’s up from the $30 million pricetag they forked over last season.
Being an American Idol sponsor also allows Ford, Coke and AT&T to air commercials during the show, post online content about the show and their sponsorship and run off-air co-branded marketing programs. While most of the marketing plans related to the American Idol sponsorships will remain similar to prior seasons, Ford has stated it will promote its Ford Escape Hybrid, Ford Edge crossover vehicle and its new Sync voice-activated systems more this season, and the top two finalists will receive Ford hybrids rather than Ford Mustangs as they have in prior seasons. It’s great to see a focus on a more eco-friendly vehicle.
Nestle will also join the American Idol bandwagon for another year as an off-air sponsor. Nestle will hold a $1 million interactive sweepstakes tied to their packages and an online element. Off-air sponsorship pricetags for this season have yet to be revealed, but last season, off-air sponsors reportedly paid $1 million to have their brand names associated with the all-powerful American Idol brand.
What do you think of the $35 million American Idol brand sponsorship pricetag? Worth it or not?
Tags: American Idol, American Idol sponsors, American Idol product placement, Coke, Coca-Cola, Ford, Ford Edge, Ford crossover, Ford Escape Hybrid, AT&T, Nestle, Nestle American Idol sweepstakes, branding, marketing