The NBC singing competition “The Voice” has entered into a three-year deal with the automaker Nissan, which will become the show’s exclusive automotive sponsor, B&C reports.
Financial terms of the deal were not released, but it includes product integrations on the show and covers multiple platforms.
“Among the newer sponsored elements is a pre-show social media event called ‘The Voice Tailgate’ that gives fans the opportunity to interact with people on the show and view photos and video from backstage,” the story reports. “The automaker will also present ‘The Voice’s’ ‘official’ app. The app allows viewers to vote for their favorite singers live during the broadcast.”
Kia previously was the official automotive sponsor for “The Voice,” the piece notes.
In a statement, Fred Diaz, senior VP, Nissan sales & marketing and operations for Nissan North America, said: “This new three-year partnership with NBC is another way that Nissan is going beyond traditional sponsorships to provide innovation to our consumers with exciting experiences. Between the on-air broadcast, ‘The Voice Official App’ and ‘The Voice Tailgate,’ we’re adding a new dimension to big cultural experiences like ‘The Voice’ — far beyond what has been available in previous seasons.”