ESPN and apparel-maker No Fear announced the first-ever
multimedia global advertising buy that includes all ESPN
properties. The one-year deal also represents No Fear's first
major TV package and will run from the fourth quarter of '96
through the third quarter of '97. Included in the buy are No
Fear ads on ESPN, ESPN2, ESPNET SportsZone, and ESPN
International (ESPN). INSIDE MEDIA's Robert Silverman notes the
"traditional buy" of the deal is for No Fear sponsorship of the
'97 ESPY Awards, as well as game coverage. But Silverman adds
"the frequency" of No Fear's advertising will be dependent on the
"proficiency of the players and team involved." No Fear's
sponsorship will center on in-game ads, called "No Fear Plays,"
and ESPN announcers and commentators will "identify plays
suitable for instant replays as 'No Fear Plays.'" There is "no
guarantee these special play will occur" and an ESPN spokesperson
said "there will be games where there won't be any plays." The
ad package was coordinated by ESPN's "recently restructured ad
sales department" and GSD&M, No Fear's Austin, TX-based ad agency
(INSIDE MEDIA, 8/20).
