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ESPN NEWS & NOTES: '98 X GAMES SPONSORS ANNOUNCED
Published March 18, 1998
ESPN announced that six new sponsors will join eight returning sponsors for the '98 ESPN X Games. The first-time associate sponsors include Touchstone Pictures' Armageddon, AC Delco, Lee Jeans, Sony Corp., Sony Electronics and Speed Stick Ultimate. Among the returning gold sponsors are Mountain Dew, Taco Bell, AT&T and Chevy S-10 Pickup/Pontiac Sunfire. Snickers/Starburst Fruit Chews have moved from associate sponsor to gold. Pringles, Visa and the U.S. Marines will return as associate sponsors. Sponsor benefits include a comprehensive package on ESPN, ESPN2, ESPN Radio, ESPN SportsZone, a 10-market "Xperience" show and complete on-site hospitality opportunity. Sponsors will also receive exposure through a "Guide to the X-Games," which will be distributed through Rolling Stone and ESPN Magazine (ESPN). SWAMI: Sprint and ESPN are combining for a "Beat the Swami" promo in which entrants pick the top 10 selections in the NFL Draft against ESPN's Chris Berman. Top prospects Ryan Leaf and Peyton Manning will appear with Berman in a four-page SI spread promoting the contest. ESPN may also tag on-air promos for its NFL Draft coverage (ESPN). TOURNEY NEWS: ESPN Senior VP/Ad Sales Jeffrey Mahl said that Chrysler, State Farm, Lee Jeans, Nike, Bristol Myers and Phoenix Home Life all have "significant positions" on the NCAA women's Tournament (CABLE WORLD, 3/9 issue)....ESPN SportsZone has signed up 19 sponsors and advertisers for the NCAA basketball tournaments this month. Sponsors include Ford Motor Co., Hewlett-Packard and Dr. Pepper/Seven Up. Advertisers include Carter-Wallace, Mazda Motor, Mercedes- Benz of N.A. and Sony PlayStation (AD AGE, 3/17).