SBD/October 3, 2013/Marketing and Sponsorship

Branded Air: Examining Sponsorships For ESPN's "MNF" And "Sunday NFL Countdown"

The penultimate presentation of THE DAILY’s look at sponsored segments on NFL programming examines companies associated with ESPN’s Sunday and Monday night broadcasts. ESPN's "Sunday NFL Countdown" is led by presenting sponsor IBM, which has been a stalwart for the net’s main NFL program. IBM is one of six companies who have its name attached to programmed segments. "Sunday NFL Countdown" features several companies who have one sponsored segment across the five nets broadcasting programs. Presenting sponsor IBM is joined by Mercedes Benz, Bank of America, Gillette, Snickers and Chevy Silverado during the three-hour show.

ROAD TESTED: The net's "Monday Night Countdown" and "MNF" has two segments sponsored by GMC, which continues its relationship with ESPN, including the pre- and postgame launch. This is in addition to its Toyota-sponsored halftime and Applebee's presenting sponsorship.

FAMILIAR FACES: "Monday Night Countdown" and "MNF" feature segments by NFL broadcast regulars DirecTV, State Farm, Toyota, Microsoft Windows, Geico and Verizon. But the broadcasts also boast segments sponsored by companies which only have association with ESPN. These include analyst Jon Gruden’s Corona Extra Bus and Burger King’s Inside the Game Film Room segments. Other unique sponsors are Best Buy, Navy Federal Credit Union and Dunkin Donuts.

ESPN "SUNDAY NFL COUNTDOWN"
Snickers (NFL Extra Matchup)
Chevy Silverado (Strong Player)
Gillette (Eye in the Sky)
Bank of America (Game Picks)
Mercedes Benz (Breakout Performers)
IBM (Presenting Sponsorship)
ESPN "MONDAY NIGHT COUNTDOWN"/"MNF"
Applebee's (Presented by)
GMC (Never Say Never Moments)
Best Buy (Primetime Payoff)
Burger King (Inside The Game Film Room)
Geico (C'mon Man)
Navy Federal Credit Union (Insider Update)
Corona Extra (Gruden's Corona Extra Bus)
Dunkin Donuts (Dunkin Donuts Field Pass)
DirecTV (Aerial Coverage)
GMC (Pregame and Postgame Launch)
Verizon (Red Zone)
Windows Phone (Reinventing the Game)
State Farm (Double Check Spotlight)
Toyota (Halftime)
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Marketing and Sponsorship, ESPN

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