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SBD/26/Sponsorships Advertising Marketing
ESPN AND X-AM JEANS TEAM UP FOR NEW BASKETBALL SHOW
Published October 26, 1994
X-Am Jeans will help underwrite a "creative extension of its biggest celebrity endorsement, co-sponsoring a new basketball- themed lifestyle show" airing on ESPN and ESPN2 starting November 15 and co-hosted by Hornets point guard Muggsy Bogues, star of X- Am's spring ad campaign. As sponsor of "Jam Central," X-Am will be billboarded during the opening and closing credits of the show. The brand will also sponsor a show segment highlighting the NBA dunk of the week. Sprite, which Bogues endorses, has been pitched on a sponsorship; no word from Sprite yet (BRANDWEEK, 10/24).