The Weather Channel Companies and TIAA-CREF announced Wednesday that they have formed an advertising partnership surrounding “Heroes of the Storm,” a Weather Channel theme week of episodes of “Storm Stories” that spotlights the workers who rescue victims of natural disasters.

TIAA-CREF will get sponsor identification within programming, promotion spots on the channel and inclusion in a radio campaign airing in Chicago, Detroit, Stamford., Conn., Austin, Texas, Raleigh, N.C,. and Baltimore. “Heroes of the Storm” kicks off April 10.