Alltel cooks up cable sponsorships

Alltel Corp. has worked out sponsorship agreements with several cable networks for programs on VH1, ESPN, Speed, the Discovery Channel, USA and CMT.
The deal includes Alltel as the presenting sponsor of VH1’s “The World Series of Pop Culture” (which it sponsored last year) and CMT’s concert series “Crossroads,” as well as “Deadliest Catch” on the Discovery Channel and Comedy Central’s “Brian Regan Tour.” The carrier also is the exclusive wireless partner for USA Network’s talent show “Nashville Star.” In sports, Alltel is adding its name to Speed’s “Wind Tunnel with Dave Despain,” and is co-sponsoring a college basketball slam dunk and three-point shooting championship that will air live on ESPN on March 29.
The deals were negotiated and secured by the carrier’s Richmond, Va.-based media agency, The Martin Agency.
“These platforms provide unique and compelling ways to deliver our brand messages and drive consideration throughout the U.S.,” said Laura Cook, Alltel’s senior vice president of marketing communications.