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SBD/30/Sponsorships Advertising Marketing
AT&T DIALS UP MULTIYEAR AD DEAL ACROSS ESPN AND ABC SPORTS
Published June 30, 1998
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).