SBD/30/Sponsorships Advertising Marketing

AT&T DIALS UP MULTIYEAR AD DEAL ACROSS ESPN AND ABC SPORTS

          AT&T has signed a four-year, multimedia deal with Walt
     Disney Co.'s ESPN and ABC Sports, according to Beth Snyder
     of AD AGE.  The deal, worth "an estimated" $20-30M annually,
     cuts across 15 properties of ESPN and ABC Sports.  A new
     N.Y.-based unit, AT&T Edge, will be involved in deciding how
     advertising will be allocated across the Disney properties,
     which include ABC's "Monday Night Football," ESPN's "Sunday
     Night Football," ESPN Magazine, ESPN radio, The Espy Awards
     and ESPN SportsZone.  Snyder reports that the deal marks the
     first time the two Disney sports properties have worked
     together with an advertiser in an "extensive" partnership. 
     AT&T hopes to reach males and college students in its
     partnership (Beth Snyder, ADVERTISING AGE, 6/29).

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ABC, ATT, ESPN, Walt Disney

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