Sunkist is another sponsor which can be spotted at concerts in episodes such as "When it Isn't Like it Should Be" and "Just Watch the Fireworks", in the characters' fridges, and on the school's vending machines. It held a contest to choose which town the characters would visit in "It Gets the Worst at Night", and Honey Grove, Texas won. Nike makes multiple appearances in the show. The Tree Hill high school basketball team wore Nike jerseys and shoes. Almost all athletic shoes worn by Nathan during his basketball run were Nike shoes. The characters also make references to Nike athletes including Michael Jordan, Kobe Bryant, LeBron James, and Carmelo Anthony. Nike also provided the film crew with their own sweater vests for season 5.
In Episode 4.04: "Can't Stop This Thing We Started", Rachel took part in a Maxim photoshoot which mirrored a real life photoshoot for Danneel Harris, Hilarie Burton and Sophia Bush, in stores on October 14, 2006, where Danneel wore the same outfit as her character. In Episode 4.07: "All These Things That I've Done", America's Next Top Model winner of a challenge, CariDee English got to play a small role as a model named Tia in a fashion show. Macy's had a competition to win a walk-on role on the show. The winner would get to spend time with the cast, see the show in production, attend a charity event and appear in one episode. In Episode 5.17: "Hate is Safer Than Love", Mia, played by Kate Voegele agrees to take part in both Rock the Vote and a Starburst funded concert.