Dive Brief: 

• The Onion's original web series "Tough Season" — about a man's quest to win a fantasy football league— is rolling into its second season and continues the corporate sponsorship of PC and tablet manufacturer Lenovo.
• The series was produced on behalf of Lenovo by the satirical news site's in-house creative team, The Onion Labs. 
• What sets the campaign apart is the Lenovo has pretty much given The Onion free range to crack jokes at the corporation's expense—like the main characters inability to pronounce the sponsors name and a storyline where Lenovo is a corporate overlord. 

Dive Insight: 

Corporate sponsorship is nothing new, but nobody has really taken on satire in the way Lenovo has by pairing with The Onion. It can be hard to allow a brand to show weakness, which is the base of good satirical comedy, but Lenovo has recognized that by poking fun at itself it can garner attention and credibility.