The Quaker Oats Co.'s Gatorade announced Wednesday that it has made a
two-year integrated ad-sales buy across various ESPN/ABC Sports platforms.
Through its ad agency, True North Communications Inc.-owned FCB Worldwide,
Gatorade has not only bought time on the ABC, ESPN, ESPN2 and ESPN Classic
networks, but also ads in ESPN-The Magazine, ESPN.com and the latter's '3Play' online sports
ABC's Monday Night Football and ESPN's SportsCenter will be
among specific programs Gatorade will sponsor, with the latter buy focused on a
52-week sponsorship of the 'Plays of the Week' segment Sunday nights at 11 p.m.
In addition, Gatorade will be a sponsor on the live ESPY Awards special
this month and again next year.
Earlier this week, ESPN signed The Coca-Cola Co.'s Sprite as the presenting
sponsor for The Life, a new series developed by the newly formed ESPN
Original Entertainment production unit.
Sprite's buy will likewise include cross-media elements, including space or
time in the program, ESPN-The Magazine and 'The Life' section of
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