ESPN kicks off coverage of its Winter X Games today
from Crested Butte, CO, on ESPN and ESPN2. ABC will carry
an hour of coverage Saturday. The Games end Sunday.
THEY GO TO EXTREMES: USA TODAY's Sal Ruibal reported
that the Summer and Winter X Games combined have a budget of
"just" $15M, "yet they probably will turn a bigger profit
for Disney than its NFL telecasts." All available ad slots
are purchased, and Nike, AT&T, Mountain Dew, Pringles, Taco
Bell and Volkswagen "are locked in for future X Games."
ESPN Senior VP Jeff Ruhe: "After three years, we're in the
black and turning blacker" (USA TODAY, 1/15). ESPN
Coordinating Producer Jamie Reynolds said the net's coverage
-- costing $5M -- would not just be "eye candy":
"Personality is a huge hook for us" (Colorado Spr GAZETTE
TELEGRAPH, 1/16). In Denver, Scott Willoughby reported that
with 300 athletes, a temporary staff of more than 1,000 and
another 400-plus volunteers, "the X Games are being touted
as this winter's biggest sporting event next to the Nagano
Olympics." ESPN's broadcast is expected to reach 221
million homes in 120 countries and will be aired in 20
languages. Crested Butte Special Events Dir Gina Kroft, on
the Games' impact on the town: "The awareness we've gained
just from the [X Games spokesperson] Evel Knievel
commercials has already made it worthwhile" (POST, 1/11).
