Project Runway sponsors get “on-air integration as well as significant online presence”

Bravo has signed four major sponsors for Project Runway 4, and they will all get “on-air integration as well as significant online presence,” Mediaweek reports. And “each sponsor brand will receive unique positioning.” In other words, get ready for some product placement.

L’Oréal, TRESemmé, and Elle return as sponsors, with TRESemmé providing “the grand prize of $100,000.” Besides the two personal care companies, Bluefly.com and Saturn are the other two brands that will be whored throughout the series. L’Oréal is giving $10,000 to a viewer’s choice prize, while new sponsor Bluefly is paying for the $10,000 “fan favorite” prize.

In addition, Bravo “has also finalized sponsorship packages with an endemic (sewing-machine manufacturer Brother International) and a packaged-goods purveyor (The Hershey Company),” Mediaweek reports.

Bravo Signs On ‘Runway’ Sponsors [Mediaweek]

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about the writer

Andy Dehnart is a journalist who has covered reality television for more than 15 years and created reality blurred in 2000. A member of the Television Critics Association, his writing and criticism about television, culture, and media has appeared on NPR and in Playboy, Buzzfeed, and many other publications. Andy, 36, also directs the journalism program at Stetson University in Florida, where he teaches creative nonfiction and journalism. He has an M.F.A. in nonfiction writing and literature from Bennington College. More about reality blurred and Andy.