Honda Strikes Deal With NBC To Sponsor “Saturday Night Line” Web Series

Each Saturday, a few hours before Saturday Night Live airs each new episode on NBC, the network’s website hosts Saturday Night Line, a web series companion that features the long-running sketch show’s cast members as they interact with fans. Now, thanks to a recently-announced brand deal, Honda vehicles will be a star of the series, too; the car company is sponsoring upcoming episodes of Saturday Night Line.

A press release states Honda, NBC, and SNL will “launch” the web series, but it was actually first launched late in 2014 after NBC announced it earlier that year. The new wrinkle appears to be Honda’s involvement in the project; in one of the videos branded by the automaker, SNL

cast member Aidy Bryant hops into the backseat of a CR-V for some “Car’aoke” alongside the show’s fans.

As Adweek notes, the Saturday Night Line deal is part of Honda’s plan to appeal to young shoppers. The company has also served as a presenting sponsor for Community, which appeals to an audience of young adults at its current home on Yahoo Screen.

New episodes of Saturday Night Line, which are co-produced by Above Average and NBCUniversal’s Content Innovation Agency, debut at 8 PM EST on Saturday on NBC’s website.