New ESPY Sponsors Include adidas, Bristol-Myers Squibb

ESPN said it has added several new sponsors for this year’s edition of the ESPY Awards, which will air live July 12 on ABC.

The new sponsors include Bristol-Myers Squibb, Dove Men+Care, HBO’s Ballers, Maui Jim and Nationwide Insurance.

The ESPYs will again be presented by Capital One, and the Capital One Cup will be awarded to the best men’s and women’s college athletic programs. A Capital One Quicksilver Cam will also give viewers a 360-degree look at the red carpet.

Other returning sponsors include Cadillac, Coors Light, Gatorade and Warner Bros, which will be promoting the film Dunkirk with a piece of custom content for the event.

New advertisers each are associated with part of the event and its coverage. adidas will host an athlete takeover of SportsCenter’s Instagram story. Bristol-Myers Squibb is sponsoring the Jimmy V Award. Dove is highlighting athletes in the community. Ballers is sponsoring a backstage photo booth. Maui Jim is sponsoring red carpet arrivals and Nationwide has the Icon awards.

The 25th ESPYs will be hosted by Peyton Manning at the Microsoft Theater in Los Angeles.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.