Sponsorship roundup
By Adnews Staff
General Motors of Canada has signed an agreement with CBC Television to sponsor its upcoming reality program Dragons’ Den in the name of the Cadillac brand. On the show, which will debut Oct. 4, Canadian entrepreneurs will pitch their business ideas to a panel of four venture capitalists. The winner will receive funding. Cadillac will receive category exclusivity, media exposure on CBC Television and CBC Newsworld, participation in the show’s pre-promotion campaign and product placement of the 2006 Cadillac STS-V in the opening scene of each show. “The partnership between Cadillac and Dragons’ Den is a perfect example of how CBC is pushing the boundaries of traditional broadcast media,” said Dave Scapilatti, general manager of CBC Media Sales and Marketing. “Now, more than ever, we are able to deliver ground breaking and high value media solutions to our customers.”