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SBD/13/Sponsorships Advertising Marketing
ESPN MOUNTS ASIA-PACIFIC INITIATIVE TO JUMP START AD SALES
Published August 13, 1998
ESPN Inc. has launched an Asia-Pacific ad sales initiative focusing on Japan, Australia and New Zealand, according to AD AGE. The initiative will be run out of Hong Kong by newly appointed Pacific Rim Ad Sales Manager Sundip Agarwal, who will report to Michael Fox, ESPN VP/Worldwide Ad Sales. The new strategy marks the "first time" ESPN has ventured into the region solo since forming a joint venture with News Corp.'s Star Sports Network in '96. But ESPN's latest move "will have no impact" on the Star Sports joint venture. ESPN Inc. Senior VP Willy Burkhardt said that the move to increase ad sales resources in Japan, Australia and New Zealand comes "as distribution in the three markets increases and regulations on pay-TV advertising carriage ease." AD AGE reports that ESPN's ad sales in the markets have "been slow or non-existent, and revenue has been mostly from pay-TV subscription fees" (AD AGE, 8/13).