ESPN is looking for advertisers to be the presenting sponsor
of four different pro sports leagues -- Arena Football, National
Professional Soccer, Major Indoor Lacrosse and Roller Hockey.
The cost? About $2M a year for which "sponsors will get a varied
merchandising/promotional package, as well as commercial time on
ESPN's coverage of the leagues." ESPN Dir of Sponsorships and
Business Development Paul Slagle: "We're not just packaging them
together to sell media time; it is everything from on-air to on-
site exposure." Putting a "single theme" on the four leagues
will help all involved, according to Slagle. "It will enable us
to cross-promote the leagues, and to give them more personality
and identity, and it should provide a continuity and a thread for
advertisers." ESPN will look first to the soft-drink and fast
food companies, as the sports appeal primarily to a young male
audience. A presenting sponsor will get media spots,
exclusivity, logos on uniforms, arena signage, and other benefits
for the year round programming (COWLES BUSINESS MEDIA, 1/11).
