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THE NEED FOR SPEED: ESPN GOES EXTREME AND VICE VERSA

          Bill Donahue examines ESPN's foray into extreme sports
     in today's N.Y. TIMES.  Donahue writes that extreme sports
     are now "increasingly about money."  Donahue: "Mini-
     industries sprout up around each nascent sport the moment
     it's born, and the manufacturers, tour promoters and
     impresarios of Web sites ... all desperately need ESPN. ...
     ESPN holds the power to make a sport chic."  ESPN
     spokesperson Josh Krulewitz said the network "will continue
     to promote the X Games brand vigorously."  The games'
     soundtrack is now available on a CD, and in April, ESPN's
     roadshow, "Xperience," will begin a 10-city tour.  About the
     same time, ESPN will make its first foray into extreme
     fashion, with JCPenney marketing a line of X Games T-shirts
     and hats.  Krulewitz said the new line is aimed "at a young
     audience ... 12 through 34.  They'll have a hip design, and
     I think they'll sell very well" (N.Y. TIMES, 3/11).

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ESPN, Walt Disney

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