Deal centers on live music sessions.
America Online has signed Chevrolet as the exclusive sponsor of its in-studio performance program, AOL Music Sessions.
Under terms of the deal, announced today (May 2), Chevy will sponsor the AOL Music Sessions area on AOLMusic.com for the remainder of 2005. Financial details were not disclosed; the pact is reportedly worth $5 million.
AOL and Chevy also will introduce a new co-branded feature called "Chevy Backstage Pass" that will feature photos, interviews, performance clips from AOL's entertainment properties. Chevy will run a series of contests from May until December offering the chance to attend a taping of AOL Music Sessions.
The sponsorship deal is part of a strategic shift by AOL to move its original music content onto the web as it evolves from a subscriber-driven Internet service provider to a sponsorship-driven portal.