According to the deal, Toyota gets exclusive sponsorship of the channel's new 52-episode weekly series `Adventure Starts Here'. It's a multi-million dollar deal, which covers the entire world market, according to Mr David Haslingden, president and chief executive officer of NGCI. This alliance is very significant because worldwide sponsorships are rare in nature. For instance, even though the channel earlier had an international sponsorship tie-up with Worldwide Fund for Nature (WWF), the market it covered was limited.

But, now the deal with Toyota will cover the market in the US, Europe, Asia, Latin America, Africa and West Asia. All the key markets in these regions will air the Toyota advertisements on the channel and on the NBC Website, Mr Haslingden said. And since Toyota is a client of the National Geographic Magazine, the magazine already carries the Toyota advertisements, making it a truly international multi-media sponsorship, he added. Talking about the alliance, Mr Haslingden said: "As the National Geographic Channel nears its international expansion objectives, we're able to offer global advertisers very attractive multimedia packages for the worldwide marketplace." He added -- "Our ability to reach consumers in every corner of the globe, coupled with the incredible brand value associated with National Geographic, results in a very attractive media package for advertisers interested in a multi-layered global marketing strategy." According to officials in Toyota and National Geographic, the opportunities for thetwo companies to work in concert with each other are significant.

As both organisations continue to develop and expand, so will the possibilities for further associations and mutually beneficial endeavours, an official said. That is, following this exclusive tie-up, National Geographic and Toyota will work closely for other projects too. "The present tie-up between National Geographic and Toyota offers additional opportunity to both across the globe," said Mr Haslingden. And with India positioned as one of the emerging key markets for National Geographic (Indian viewership estimated at 12 million), Toyota will certainly derive mileage out of the deal.