Kohl's Sponsors Academy Awards

Kohl’s (Menomonee Falls, Wis.) will be the new retail sponsor for the upcoming Academy Awards ceremony, replacing JCPenney (Plano, Texas), who had sponsored the event for the past 14 years.

“The program is one of the highest viewed broadcast events of the year and will introduce Kohl’s, on a bigger, more prominent stage, to new customers,” said Will Setliff, Kohl’s evp of marketing.

The company hopes that the partnership will allow it to showcase private-label brands such as Sonoma, Simply Vera Wang and Jennifer Lopez to a larger audience, reports Fortune.