Discovery Channel’s Shark Week Takes a Marketing Bite

In its first year under the Warner Bros. Discovery umbrella, Discovery’s Shark Week is diving into the deep end with a host of new marketing partners.

The American Red Cross, the MLB, MeUndies and Sugarfina have all signed on to participate in the annual shark celebration, taking place July 24 through July 31.

The summer event returns for its 34th year on Sunday, with Dwayne “The Rock” Johnson kicking things off as its first master of ceremonies.

As part of Warner Bros. Discovery’s first Shark Week collaboration as a merged company, viewers tuning into Shark Week during the 9 p.m. hour of the event’s premiere on July 24 will catch an exclusive look at the upcoming HBO original series House of the Dragon. The highly anticipated series, set around 200 years before Game of Thrones, will premiere Aug. 21 on HBO and HBO Max.

House Of The Dragon Shark Week

Back in Shark Week land, The MLB and Discovery are teaming up to bring the week’s very own mascot, Chompie, to MLB clubs across the country to cheer teams on, alongside shark-branded giveaways, trivia and shark content on the big screen. Through July 31, the Chicago Cubs, St. Louis Cardinals, Texas Rangers and Tampa Bay Rays will host branded Shark Week game nights.

Southwest Airlines returns for its ninth year as a partner. Customers can watch free content during flights through a Shark Week on-demand channel and a live feed from Discovery.

“When loved brands come together, they help amplify each other and break through to fans in new and unique ways. Marketing partnerships are an integral part of the Shark Week experience and allow us to continue to innovate our Shark Week offerings and extend our reach,” said Karen Bronzo, CMO, U.S. Networks, Warner Bros. Discovery, in a statement. “Whether they are on a flight, getting a sweet treat or doing something to make an impact, these collaborations allow superfans to interact with the brand and celebrate their love of Shark Week.”

Also, Discovery and the Georgia Aquarium teamed up yet again. Starting today, film screenings, T-shirts, branded signage and more will be around the aquarium. Also, on visits to the location during Shark Week, fans can hang out with Rose the Seal and test their knowledge with seal trivia.

Pooch Perks, a dog subscription box, and Georgetown Cupcakes are both returning as partners, and Sugarfina is offering a limited-edition Shark Week gummy.