Dick Clark Productions is hooking up with Miss America.
DCP is pairing with the Miss America Organization, starting with the 2015 competition. This year’s competition airs live on ABC from Atlantic City on Sept. 14.
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The pact will see Dick Clark Productions and the Miss America Organization collaborate on all creative, marketing, sponsorship, licensing, ticketing and distribution elements of the show. The companies will also work together to develop and leverage the historic brand in new business ventures and programming.
Miss America Organization chairman and CEO Sam Haskell said the partnership will allow his organization to “build on our commitment to connect and empower women.”
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“Dick Clark Productions is the leader in live event television and we look forward to growing the show’s legacy and elevating the Miss America Competition for current and new generations of television viewers,” Haskell said. “We will continue to build on our commitment to connect and empower women through innovative television opportunities developed through our new partnership with DCP.”
“Since its first television broadcast in 1954, the Miss America competition has continually captivated the country as a true television event for 60 years,” Dick Clark Productions president Mike Mahan added. “We plan to help build on the tremendous show legacy by marrying our live event expertise with Miss America’s mission brand goals and competition creative, while leveraging new promotional, sponsorship and distribution opportunities to take the show to even greater heights.”
Last year’s broadcast of the Miss America Competition drew nearly 9 million total viewers, with a 2.0 rating in the 18-49 demographic most important to advertisers.