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DIY Network, Sears Strike Craftsman Deal

Jan 21, 2009  •  Post A Comment

Sears has struck a deal with DIY Network making Craftsman Tools the official tools of cable channel.
It is the first time DIY has done an official category sponsorship, the network said. The one-year deal begins in the second quarter. Financial terms were not disclosed.
Under the agreement, the official sponsorship will be communicated by both companies via television, radio, online, print, direct mail, in-story and product packaging.
Craftsman also gets right of first refusal to have its hand and power tools and lawn and garden equipment integrated into DIY programming.
(Editor: Baumann)

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