ESPN signs pan-regional sponsors for Latin Olympic telecasts

ESPN has signed Gillette, Head & Shoulders, McDonald’s, Samsung and Visa as pan-regional sponsors around its telecast of the London Olympics in Latin America. ESPN has committed six networks — at least three per country — to cover the Olympics in the region.
The sponsor deal with Gillette and Head & Shoulders is around the initiative Un Buen Comienzo (A Good Start) and will involve vignettes around Procter & Gamble-affiliated Olympic athletes from Latin America. McDonald’s sponsorship is centered around its Champions of Play initiative, where 20 kids from 14 countries will act as journalists and get inside access during the Games. Samsung’s sponsorship is around its Galaxy SIII mobile device, and Visa will have Olympic Games-themed commercials and billboards during the broadcasts.

Financial details of the deals were not available.

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