GeniusViking Cruises announced that it has signed on to sponsor National Geographic’s first fully scripted global anthology series, “Genius,” which in its first season tells the story of Albert Einstein, according to a press release. 

During the global premiere of Genius on April 25 at 9 p.m. ET/PT on National Geographic, Viking will showcase a brand campaign entitled “Time,” featuring Torstein Hagen, Founder and Chairman of Viking Cruises.

A lifelong admirer of Einstein, Hagen, who is also a physicist, shares Einstein’s interest in the concept of time and often refers to time as “the only scarce commodity.” The campaign debuts today and will roll-out across additional marketing channels throughout the show’s 10-part global event series on National Geographic. 

“Through my formal education, I studied nuclear physics, and as a scientist, I have always been fascinated with Einstein and his work as a theoretical physicist,” said Torstein Hagen, Founder and Chairman of Viking Cruises. “We are pleased to have a premier partner in National Geographic, to further bring enriching offerings through art, history and exploration to audiences around the world, while also continuing to showcase The Viking Way of travel.” 

“Genius exemplifies National Geographic’s commitment to premium content, and we are thrilled that it is attracting premium partners like Viking,” said Brendan Ripp, Executive Vice President of Sales and Partnerships for National Geographic. “Viking’s commitment to expanding cultural horizons is truly inspiring, and we hope Genius is just the beginning of our joint efforts to bring consumers the type of content we both believe in.”

Dramatizing the stories of the world’s most brilliant innovators, season one of Genius reveals how Albert became Einstein, according to a statement, exploring his extraordinary professional achievements along with his volatile, passionate and complex personal relationships. The series is based on Walter Isaacson’s book “Einstein: His Life and Universe” and is executive produced by Brian Grazer and Ron Howard, with Howard making his scripted television directorial debut with the first episode.