The Players' Tribune's Non-Traditional Ads Include Chocolate Milk-Branded Documentary

The Players' Tribune "has signed a deal with Chocolate Milk to sponsor the latest edition of the site's 'Singular Focus' program and promote its 'Built With Chocolate Milk' campaign," according to Tim Peterson of AD AGE. After Porsche "debuted as its first advertiser earlier this year, the site had previously signed deals with Powerade to sponsor 'From Somewhere,' a show that profiles famous athletes' backgrounds, and Dove to sponsor its coverage of the men's and women's college basketball championship tournaments in March." The Players' Tribune President Jaymee Messler said that the staff has "no plans to litter" the site with traditional advertising. She said that it is instead "borrowing a page from BuzzFeed's playbook in focusing on branded content," as it is doing with Chocolate Milk for an episode of "Singular Focus" looking at Cavaliers F Kevin Love that premieres today. A documentary series, "Singular Focus" follows professional athletes' preparation "in the lead-up to major career moments like getting drafted or coming back from an injury," as is the case with the Love episode. In addition to being named as the show's sponsor in its opening credits, Chocolate Milk "will be woven into the show." Messler said that Love's trainer, for example "will be on camera discussing with the NBA star 'what a good option chocolate milk is with regard to post-workout (recovery) and having it be a healthier alternative.'" Peterson noted Chocolate Milk earlier this year "signed an endorsement deal" with Love (ADAGE.com, 10/16).