Life can be pretty tough for a mother, but luckily, she's got her "momtourage."

That's the word Wal-Mart and NBC Universal have dreamed up for the support group of teachers, babysitters and neighbors who enable women to become better moms. It's also the focus of an advertising deal between the companies, the first for Women@NBCU, a new unit that gives advertisers access to female-friendly parts of the company.

"We are going to get value from our great content through trying to find identifiable consumer targets," Lauren Zalaznick, president of the women and lifestyle entertainment networks at NBCU, told The New York Times.

As part of the multimillion-dollar deal, Wal-Mart will debut sponsored content on iVillage.com and the "Today" show with a  focus on helping make life a little easier for moms. Topics include childcare and how to prepare family meals. A contest on iVillage will even let one mom add a house cleaner to her momtourage.