L.L. Bean Warms Up to the Weather Channel

Freeport, ME-based L.L. Bean struck up a partnership with the Weather Channel last week that has both organizations feeling toasty warm…and comfortably cool. The agreement has Bean outfitting members of the cable-TV network’s Severe Weather Team.

“This is really a marriage made in heaven,” says Shari Pace, director of licensing and marketing for the Atlanta-based Weather Channel. “L.L. Bean was an online advertiser of ours for years, and the core values of both companies really match perfectly.” This is the Weather Channel’s first such partnership with a clothing company.

The partnership will also include cobranded promotional spots and advertisements to air on the network and additional L.L. Bean ads to appear on www.weather.com.