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Sponsorship roundup

Shaw Media and Insight Production have signed GE Monogram and Loblaws as sponsors of reality show Top Chef Canada. The first season of the program will premiere on April 11 on Food Network Canada. The sponsorship agreements include brand exposure during the show, on-air, in-store and online. As official appliance sponsor, Monogram will supply $200,000 of appliances for the show's kitchen. Monogram will also provide the winner a custom kitchen valued at $30,000. Loblaws, as official grocery sponsor of the show, will appear in each episode as competitors shop for ingredients. "Our partnerships with Monogram and Loblaws have resulted in invaluable contributions for Top Chef Canada," said Errol Da-Re, senior vice-president of sales at Shaw Media. "These partnerships will generate unprecedented product integration opportunities, enabling both sponsors to reach consumers in a variety of media including in-show, on-air, in store and online."

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