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BET Hip Hop Awards Nails Down Sponsorships

Nike, MySpace, Toyota, Comcast Corp., Alltel Wireless and Fox Searchlight have signed up as advertisers for this year's BET Hip Hop Awards telecast.

Innovative cross-promotional activities include the creation of a shoe—a limited edition crushed patent leather Air Force 1 sneaker—designed by Nike. BET has branded the footwear as the official "kicks" of the award show.

The channel and MySpace will co-promote the awards telecast, with MySpace Music touting the cablecast at as well as becoming the branding partner for a new award category, the "MySpace Rookie of the Year." Nominees for the new award include Ace Hood, Flo Rida, Maino, Rocko and Shawty Lo.

Toyota will sponsor the red carpet; Alltel Wireless is the branded sponsor for the People's Champ Award; and Fox Searchlight will offer a sneak peak at the trailer for its upcoming biopic, Notorious, about the late rapper Notorious B.I.G.