America Online Inc. broadband users will have more access
to exclusive sports content under a deal forged with ESPN's X Games
property.
The promotional agreement calls for ESPN to provide X Games
highlights and SportsCenter footage. In exchange, AOL will promote ESPN's
SportsCenter on its online channels to broadband and narrowband subscribers, and
it will broadcast video clips from ESPN's "This is SportsCenter" marketing
campaign.
The X Games, which feature events such as skateboarding, downhill
BMX, in-line skating and climbing, was staged Aug. 15-19 in Philadelphia. The
content provided to AOL Broadband users includes this year's competition plus
pervious coverage.
"Our goal is to work with partners who can help us give
AOL members a content-rich experience that maximizes the advantages of a
broadband connection," said Carlos Silva, vice president, programming, AOL High
Speed Broadband. "AOL's agreement with ESPN surrounding the X Games will allow
our members to watch video from a fast-paced, hard-charging sporting event over
a connection that is capable of delivering extreme sports
impact."
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