Fitness brand Garmin has announced its first integrated sponsorship with The Biggest Loser (TBL).
The show attracts around 700,000 viewers as it documents contestants' journey to lose weight.
Garmin will join the series to promote its activity tracker Vivofit, through an integrated partnership which will see the contestants monitor their workout results using the device.
Garmin GM Matt De Moss said the partnership with TBL Families was chosen because of how well the two shows align.
De Moss said for this reason the integration will be “seamless” when woven into the show.
"It's important to us that the integration is a true fit with our product so the benefits of using our products is highlighted,' De Moss said.
"This integration is unique as it not only fits in seamlessly into the structure of TBL Families, but also reaches out to the viewers and demonstrates how it can fit effortlessly into daily life for the entire family.
"This integration is effectively confirming Garmin's position in mainstream fitness and highlighting there is a device for everyone."
In addition, contestants will be wearing Garmin branding throughout the course of their show. The brand will also provide an on-air promotion giving 12 viewers the opportunity to win a Garmin Vivofit family pack with one given each week.
It will also use traditional above-the-line advertising with 30 second television commercials being shown throughout the show.
This story first appeared on our sister site adnews.com.au.