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Closing Bell

Turner Highlights ELeague Launch, NBA Coverage At Upfront

ELeague, the competitive video gaming entity developed in partnership between Turner and WME-IMG, was a prominently featured part of Turner’s Upfront presentation today in N.Y., positioned right along with TNT, CNN, Turner Sports and other key corporate properties and representing another major mainstream showcase for e-sports. Set to debut its first season of competition next week, ELeague was particularly touted as a key example of gaming’s high traction among young audiences.

“We’re 100% behind this, and this is a big new opportunity,” said Turner President David Levy. “We’ve had more conversations with brands, advertisers being involved in ELeague than many other things over the years. … We’re doing a lot of things to have commitments for the second season before the first one is even over.” Turner and WME-IMG last week announced initial two-year sponsorship commitments from Arby’s, Buffalo Wild Wings and Credit Karma, plus a shorter five-week deal with Sony Pictures during the initial season. Levy said other key categories being targeted include automotive and insurance, among others, and he suggested a deal with Geico is being finalized.

Turner’s NBA coverage also was spotlighted during the Upfront, with Charles Barkley among the on-stage participants. The company’s long-term rights renewal with the NBA will create a new, non-exclusive night of coverage on Mondays next season that will begin after the '16 NFL regular season is complete. Levy said the network intends the Monday night NBA coverage to have a different look and feel than its flagship Thursday night coverage. “We’re looking at new ways to showcase the brand, maybe something a bit different that we’re working on right now,” he said. “The essence of what we’re doing for Monday night is maybe to produce it differently (than Thursday).”

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