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).
