Listen up, marketing sharks, because Shark Week has a fin-tastic business plan to keep fans interested even after nearly four decades. Started on the Discovery Channel in 1988, Shark Week has expanded far beyond TV screens into real-life activations and partnerships that keep fans engaged, whether that's driving long distances for a limited-edition Shark Week Slusher at Dave's Hot Chicken or becoming a go-to photo op outside this year's San Diego Comic-Con. "The foundation of success has been staying true to Shark Week’s core mission—celebrating these amazing creatures," Josh Kovolenko, svp, marketing, Discovery Channel, told ADWEEK. "That is a fundamental guide to everything we do." According to Kovolenko, viewers' passion for sharks has allowed Shark Week to find ways to deepen its relationship with fans beyond a television programming event, moving into a broader cultural platform through brand partnerships, live activations, and social engagements. Kovolenko noted that Shark Week's longevity partly comes down to its willingness to reinvent itself every year, with content rooted in shark science, while executions have grown to reflect new platforms, consumer behaviors, and cultural trends. "As we’ve grown and evolved, every opportunity is measured through two key principles: Does it help with the core mission and does it make the experience better for the consumer?" Kovolenko said. Shark Week partnerships do more than stay afloat This year's Shark Week, which wraps up on Saturday, Aug. 1, is looking to enhance the experience for consumers and expand its audience through several unique partnerships. Among the highlights, Shark Week has teamed with TikTok on a dedicated content hub, where creators can create videos inspired by sharks to win prizes using #SharkWeekTikTokContest. Shark Week also tapped into social by sending watch party kits to creators, who have spread the word across their platforms. In addition, Shark Week partnered with GoPro to showcase shark content captured by creators using the GoPro tech throughout the week. Plus, Discovery Channel joined with American Airlines to create a Shark Week content hub for passengers and included themed cocktails in lounges throughout July. According to Kovolenko, Shark Week's most successful partnerships happen when brands are equally enthusiastic for the event, and new collaborations this time around included partnering with reality personality and shark enthusiast Kyle Cooke on a limited-edition Shark Week merchandise collection from Loverboy. Dave's Hot Chicken lets fans dive into a Shark Week Slusher. Regarding food-focused partnerships, Buckeye Brownies released a custom Shark Week collection of its signature oversized brownies. And in addition to Dave's Hot Chicken Slusher, Kovolenko noted that Olipop, a prebiotic soda, created a Shark Week-themed beverage activation. "One of the advantages of Shark Week taking place in the heart of summer is that it naturally aligns with brands and experiences that consumers already associate with the season," Kovolenko said, adding that an example includes Banana Boat sunscreen, which is running a social contest to win a Shark Week prize pack. Moving into IRL experiences, Shark Week joined with Ocean Conservancy on beach cleanups in New York and Los Angeles, bringing out hundreds of volunteers in person and on the CleanSwell app to clean up over 14,138lbs of trash, according to Kovolenko. Other in-person activations include keeping fans cool at the NASCAR Brickyard 400 in Indianapolis with branded misting stations and lighting up La Cienega Boulevard in L.A. with a holographic shark installation that comes to life at night. https://www.instagram.com/p/DbV_mEgxBpV/ From taking over TikTok to real-life beach cleanups, this year's Shark Week partnerships are literally and figuratively focused on making a splash. Looking ahead, Kovolenko noted that partnerships will evolve as Shark Week continues to change, with the platform focusing on ways to keep things fun, surprising, and conversation-worthy while also staying authentic to Shark Week's core values. "Every year, teams across the organization challenge themselves to find new ways to surprise audiences and deepen engagement while staying true to our mission," Kovolenko said. "The goal is always the same: Keep Shark Week feeling fresh and relevant for the next generation of fans." CTV is crowded—want to learn how brand fundamentals cut through the noise? Enroll in The ADWEEK MiniMBA in Marketing and build a strategy designed to last. Sign up here.