GE, the former owner of NBC, has made a year-long multiplatform agreement to sponsor the late-night show. The deal kicks off with an in-show integration on Wednesday of the program’s inaugural week, when viewership will be high following intensive promotion during the network’s coverage of the Olympics. There will be two more integrations of GE into The Tonight Show over the course of 2014. GE will also host a special area on The Tonight Show website and sponsor the new Tonight Show app.