ESPN, Bing Find Segments On Super Bowl-Winning QBs

ESPN and Bing are teaming on a sponsorship program highlighting Super Bowl champions on-air, online and in print.
The sports programmer and Microsoft's search engine today are launching a new feature segment called "I Am a World Champion."The first-person narratives, presented by Bing will touch on the travails and triumphs told in the quarterback's own voice, such as Terry Bradshaw's relationship with Pittsburgh Steelers coahc Chuck Knoll and the life obstacles Doug Williams overcame to reach glory as the first African-American QB to hoist the Lombardi Trophy.
The first installment, featuring Bradshaw, is now available online at and airs today at 4 p.m. (ET) during NFL Live, with additional segments running throughout the week on both NFL Live and afternoon editions of SportsCenter.
Additionally, Bing will benefit from on-site activation as part of ESPN The Magazine's annual Next event during Super Bowl weekend.
On Friday, Feb. 4, starting at 10 p.m. (CT), Snoop Dogg and Nelly will conduct interviews with athletes and celebrities attending the VIP party. Video from the event will be available at
The following days at 2 p.m. ESPN Monday Night Football Broadcaster Mike Tirico will host and interview a panel of world champions to uncover their most decisive moments in a special panel open to the public. Panelists include Joe Montana, Williams and Kurt Warner. Video from the event will be available at and
"We're excited to team up with ESPN Films to showcase the decisive moments in the lives and careers of these legendary quarterbacks," said Danielle Tiedt, general manager of Bing, in a statement."It's been an inspirational journey to work with ESPN to bring this unique content to life reflecting the key life and career decisions that made these men into legends."
"Our collaboration with Bing gave us an opportunity to create a series of truly inspiring features, which offer a new perspective on the lives and careers of a few of the men who have hoisted the Lombardi Trophy," noted Ed Erhardt, president of ESPN Customer Marketing and Sales.
Deal terms were not disclosed.

The following is a schedule for the "I Am a World Champion: segments:

Date Time Show Quarterback
Mon., Jan. 24 4 p.m. NFL Live Terry Bradshaw
Tues., Jan. 25 9 a.m. SportsCenter Len Dawson
noon SportsCenter Roger Staubach
4 p.m. NFL Live Bob Griese
Wed., Jan. 26 9 a.m. SportsCenter Terry Bradshaw
noon SportsCenter Jeff Hostetler
4 p.m. NFL Live Brad Johnson
Thurs., Jan. 27 9 a.m. SportsCenter Jim Plunkett
noon SportsCenter Earl Morrall
4 p.m. NFL Live Len Dawson
Fri., Jan. 28 9 a.m. SportsCenter Doug Williams
noon SportsCenter Bob Griese
4 p.m. NFL Live Jeff Hostetler
Sat., Jan. 29 9 a.m. SportsCenter Brad Johnson
Sun., Jan. 30 10 a.m. SportsCenter Mark Rypien