Booking.com sponsors a creator-led travel series from NBAT2
NBA Take-Two Media premiered Foreign Exchange on November 5, pairing Phoenix Suns center Khaman Maluach with filmmaker and creator Aria Inthavong. Booking.com is the sole presenting sponsor of the six-episode travel series across five American cities. NBAT2 commercial chief Brian Szejka told Net Influencer that the agreement combines editorial sponsorship with custom branded vignettes using the show's talent. He said NBAT2 leads the editorial series, while Booking.com's teams have greater input and approval over the promotional vignettes. The companies did not disclose sponsorship fees, talent compensation or a renewal commitment beyond the first season.
THE BREAKDOWN
Separate the editorial appearance from the sponsor's custom advertising when you quote talent. Price the vignettes and their distribution rights as their own deliverables, with written approval limits for each format. Agents should specify whether the sponsor can use an athlete's or creator's likeness outside the agreed episodes and clips. Szejka described future seasons as a goal, so negotiate any renewal option now rather than treating a longer relationship as guaranteed income.
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