Hallmark Channel Extends Radio City Show Sponsorship

Hallmark Channel has signed on for an additional three years as a participating sponsor of the annual "Radio City Christmas Spectacular," officials said Thursday. This year marks the eighth year that the network has sponsored the show at Radio City Music Hall in Manhattan.

Through its sponsorship with Madison Square Garden Entertainment., the network's “Home for the Holidays” programming message – a holiday movie every night at 9 p.m. in December -- will be featured on the 7th Avenue marquee outside Madison Square Garden.  The network will also be included in a full-page ad in the program book distributed at the show, point-of-sale banners inside Radio City, co-branded mailings and tune-in spots for the channel’s original holiday movies on plasma screens throughout the music hall. Deal terms were not disclosed.

Hallmark Channel, as part of its sponsorship, will host a private VIP reception for key advertising clients and their families in the Grand Lounge of Radio City Music Hall Dec. 11.  Clients will also have the opportunity to see the evening’s live performance – a special holiday treat during these uncertain economic times. Hallmark Channel’s ad sales chief Bill Abbott will host the evening.

“Hallmark and Radio City are iconic brands that represent family and celebrations and it’s our great pleasure to be the exclusive cable entertainment partner of the Christmas Spectacular,” Abbott said in a statement.  “The current state of the economy is causing families to stay close to home and hearth and this sponsorship allows us to treat our clients and their families to a night out when they otherwise may not have one.”

Madison Square Garden Entertainment, whose properties include concerts and events at Radio City Music Hall, is part of  Madison Square Garden L.P., which is owned by Cablevision Systems Corp.