ESPN has struck a deal to "collaborate on making branded digital content and original programming with the media network Cycle, which evolved from an internal influencer management division at Laundry Service to a sibling content company last year," according to Lindsay Stein of AD AGE. ESPN Exec VP/Global Ad Revenue & Sales Operations Eric Johnson said that the goal is to "help marketers reach a wider group of consumers by combining ESPN's media properties with Cycle's own distribution channels, creative capabilities and endorsers in social media." Johnson declined to identify any clients, but said that ESPN is "talking to 'blue-chip accounts' across major categories," such as automotive, insurance, distilled spirits and QSRs. Cycle Chief Strategy Officer Jason Kelly said that while the content will "take a variety of forms," the majority "will be video." Cycle, which was acquired by Wasserman as part of agency's purchase of Laundry Service in '15, will "work with advertisers on sponsorship opportunities -- similar to its work with Snapple to sponsor the breakdowns of the NBA Finals -- and original and custom branded content." Kelly "points to ESPN's '30 for 30' documentary series as an example." Stein noted the content "isn't meant to replace traditional ads." Johnson added that the first work from the partnership is "expected before the end of the year" (ADAGE.com, 10/4).
