With as many as 50 million "believers" across America,
ESPN "qualifies as a major religion," but as the Disney-
owned company stretches from sportscasting into retail
stores, magazines, and "who knows what other ventures,"
retaining its "sly, insider appeal" will be "no mean trick,"
according to Thomas Mulligan of the L.A. TIMES. While the
network's "sense of exclusivity gives the brand its zest,"
experts say the downside to the various brand extensions "is
limited." Harvard Marketing Professor Stephen Greyser:
"Unless they were to have a major fiasco that would reflect
back on the core property, the risks are primarily
financial." But others feel that the "beauty" of ESPN's
brand extension is that it "may strengthen the appeal of the
network's sporting events and news programs." ABC Sports/
ESPN CEO Steve Bornstein "acknowledges that there is the
risk" of muddling the network's image. However, Bornstein
said that he prides himself on "knowing what doesn't fit,"
and noted that ESPN has not carried pro wrestling in years,
and that people "won't see an ESPN line of business suits,
or even sneakers." Mulligan: "If the new initiatives are
done right, ESPN will worm its way even deeper into the
nation's consciousness. A scary thought, considering how
deeply it is already embedded" (L.A. TIMES, 11/20).
