SBD/21/Sports Media

ESPN GOES BOARDING: LOOKS TO SHRED MARKET AROUND SNOW SPORT

     ESPN has created "a network-branded, marketing/media program
called ESPN Snowboarding," according to Langdon Brockinton of
INSIDE MEDIA.  The two major components are "a new pro event
titled the FreeRide Championship and a grassroots amateur
snowboarding tour comprising 200-plus local tournaments."
Airwalk, the PA-based marketer of snowboarding equipment and
apparel, has signed on to become presenting sponsor of ESPN
Snowboarding for the upcoming season.  MCI's 1-800-Collect
division will be an associate sponsor.  Brockinton notes "two
more associate sponsorships are available," and ESPN is in talks
with advertisers regarding available packages.  ESPN Dir of
Intergrated Sales/Marketing Paul Slagle said the FreeRide
Championship will evolve into a four-event tour by the '97-98
season, with plans to expand overseas (INSIDE MEDIA, 10/16
issue).
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