At New York Fashion Week, what goes on off the runway makes the show possible.

Mercedes-Benz, the title sponsor of fashion week in the Bryant Park tents, is just one of event's 15 official sponsors. Others include American Express, Maybelline and McDonald's. While these sponsorships are pricey--upward of $250,000--they also provide a unique branding opportunity. Consider Palm, a first-time sponsor who launched the female-targeted smart phone Pixi on Sept. 8. Palm will now have the attention of an estimated 100,000 people taking in runway shows at the tents. Read the full story at Forbes.

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