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
game.
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
ESPN.com.
