Summers are typically geared toward the outdoors for fun and sun. However, a phenomenon that also occurs during the summer season has been known to draw people back from the outdoors and into their homes: Shark Week.

Starting July 20 at 8 p.m. ET/PT, the 37th year of Shark Week kicks off on Discovery Channel. This year’s Shark Week comprises 20 hours of new programming celebrating the ocean’s most famous predator.

A total of 14 brands will be swimming along for Shark Week. The list comprises both new and returning marketing partnerships, giving fans the opportunity to celebrate their love of the annual event, both on and off the screen. 

Brands involved in Shark Week include new partnerships with American Airlines, DC Comics, Biossance and Oceana, Kona Ice, California Tortilla, Sport Clips Haircuts, and Ziggi’s Coffee.

Returning partnerships include Minor League Baseball, Pooch Perks, New York Cruise Liness, Ubisoft, Ocean Conservancy, Ripley’s Aquarium, and Georgetown Cupcake.

Each partnership is organically connected to the Discovery franchise’s long-standing mission of highlighting and celebrating sharks.

“This year, we’re proud to have more marketing partners than ever before, which is a clear reflection of Shark Week’s unmatched cultural resonance,” said Josh Kovolenko, the network’s senior vice president of marketing, in a statement. “From immersive digital activations to in-store experiences, our partners are tapping into the fandom in bold, innovative ways, bringing Shark Week to life across every screen and setting.”

The 2024 edition of Shark Week attracted 25 million total viewers across Discovery, Max, and Discovery+, a 10% increase over 2023. Discovery was also the No.1  primetime cable network, excluding news and sports, through the week of July 7 through 13. 

This year’s edition of Shark Week will include programming like Dancing With Sharks, where Emmy Award-winning television personality Tom Bergeron hosts a first-of-its-kind deep-sea dance-off with humans and their shark partners; How to Survive a Shark Attack, where audiences will experience real shark attacks up close through a series of never-before-attempted experiments; and the return of fan-favorite special Air Jaws, featuring two teams crossing the globe on a hunt for the biggest breaching sharks in the world.