Watching last night's So You Think You Can Dance premiere left us with two questions: 1) Why did producers so devilishly try ripping our hearts out with auditions from dancers who were either near-blind or so overweight they couldn't catch their breath, but wanted so badly to impress others?; and 2) Why the hell does such a popular show, now in its fourth season, lack the type of American Idol-style sponsorships that make this franchises so hugely profitable?

Those unbranded green cups on the judges' table are getting tired; Simon, Paula, and Randy have been drinking (water) out of Coke cups for years.

Doesn't PepsiCo want in on the action? Doesn't Coke have a few more bucks to promote its Dasani water? Surely Starbucks is exploring new opportunities?

Then came news that Dance has, actually, scored two huge sponsors.

Neither of which fit particularly well into the show's format.

Though perhaps they'll be less awkward than Idol's Ford "music videos."

Snuggle will sponsor the show's Happy Dances segment, in which contestants will show their 'happy dances' as they succeed to the next round of competition. It will also feature viewers and fans doing their own happy dances.

For Wrigley's launch of four new flavors of gum, the confectionary company will sponsor an in-show branded segment revealing the dancers' 'extra-long' efforts to stay in the competition. [MP]