Retail chain Walmart served as the presenting sponsor for The Sound of Music Live!. NBC also produced five themed Walmart commercials to air throughout the special, featuring scenes of a family using products from the store set to songs from The Sound of Music. The five ads were timed to air during the commercial break following the scene where the song was featured; NBC's advertising chief Dan Lovinger considered the ads to be a way to "enhance the excitement" of the presentation for families.
