ESPN Sells `X Games' to Sponsors

ESPN announced Monday that it has sold out sponsorship packages for its
seventh annual 'X Games,' to be held in mid-August in Philadelphia.

Last year's six gold sponsors have renewed for 2001: AT&T Corp.'s 1-800
CALL-ATT, Adidas United States, PepsiCo Inc.'s Mountain Dew, Motorola Inc.,
Tricon Global Restaurants' Taco Bell and General Motors Corp.'s Pontiac.

Six of last year's associate sponsors have returned this year: Circuit City
Stores Inc., Pacific Sunwear of California Inc., the U.S. Marines, Wm. Wrigley
Jr. Co.'s Winterfresh, Hot Bites and ESPN The Games.

The four first-time associate sponsors are Hershey Food Corp.'s Hershey's
Chocolate Milk, The Gillette Co.'s Right Guard Xtreme, Universal Pictures and
Sony Corp.'s PlayStation 2.

Much of this year's X Games competition will be hosted at the First Union
Center, which is owned by Comcast Corp., the incumbent cable operator in

X Games sponsors receive ads on ESPN, ESPN2,, ESPN Radio and ESPN-The
, plus signage and hospitality packages at the