ESPN to Help Affiliates ‘Play’

Washington -- ESPN will offer a new comprehensive affiliate program related to its “Play Your Way” initiative, the network announced at the annual Cable Television Public Affairs Association Forum here.

The initiative encourages creativity in developing original games with fresh rules for kids aged 7 to 12. Customizable to the needs of local systems, the new ESPN Play Your Way affiliate public-affairs campaign will also consist of local market events featuring prominent community sports figures.

ESPN will offer a new tool kit with options that can be tailored for easy implementation, including a new look and ESPN Play Your Way logo, to practical suggestions on how to motivate community organizations to take part and sustain the program and involve local business partners.

“ESPN Play Your Way was developed to help kids get active by tapping into the power of play and having fun,” said ESPN senior vice president of corporate communications and outreach Rosa Gatti in a statement. “This new affiliate community initiative provides our affiliates an opportunity to co-brand and roll the program out to their local school systems and recreational centers by easily coordinating events with Disney and ESPN.”

ESPN Play Your Way addresses a critical issue identified by the U.S. Department of Health and Human Services, as some 9 million children and teens are overweight, triple the proportion in 1980.