How do promotional giveaways such as ‘Win $100,000 of Terry Bradshaw’s own money’ work?

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Specifically, does the network (or sponsoring organization) give the TV personality/celebrity the money to ‘give away’, or do they not even bother with that pretense, and it’s just a giveaway like any other?

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In the game show “Win Ben Stein’s Money” the money that Ben was defending was part of his pay for the show. At the end they subtracted the amount of money won by the contestants from the budget for the winnings and he got what was left over.

Terry Bradshaw is obviously being paid for being a part of the promotion. In the end he’s actually making money no matter how that $100,000 comes out and is accounted for