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SBD/January 27, 2012/Media
Shaquille O'Neal To Host Cartoon Network's "Hall Of Game" Award Show
Published January 27, 2012
SPONSORSHIP AHEAD OF LAST YEAR: While he would not discuss specifics, O'Hara said sponsorship sales of the event are pacing ahead of last year, with several sponsors signing up for months-long campaigns around the show. "When the sponsors get involved with us, the partnerships go beyond the night of the event," O'Hara said. Turner signed Hasbro and Kids Foot Locker as returning sponsors. Hasbro will promote its Nerf brand, and Kids Foot Locker will sponsor the "Gnarliest Newb" award. Hasbro committed to tune-in messaging leading up to the awards show; Kids Foot Locker has been promoting the show on its website. Kids Foot Locker also is promoting a "Sickest Sneaker" vote, which will be announced in a commercial break during the show. Universal Pictures and Illumination Entertainment's "The Lorax" signed on as a new sponsor. "There's a lack of kids sports programming in the market," O'Hara said. "The sports market is so strong right now, we wanted to tap into that." IMG Media produces the program. Michael Dempsey and Steve Mayer will return as exec producers.