DIY Network has constructed a deal that will make the
Craftsman brand of tools the channel's first "category sponsor."
The "category sponsorship" will include the development of a customized show strategy
specifically for Craftsman and gives the brand has the right of first refusal
to send products to be integrated into upcoming DIY programming.
The reciprocal agreement covers hand and power tools and lawn and garden
equipment. The products will be integrated on air, via radio spots, online,
print ads, direct mail, in-store signage and product packaging.
The partnership is a one-year deal which begins in the second quarter of this
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