ESPN and Bally Total Fitness (BTF) have entered into an
advertising and marketing agreement in which BTF will become
presenting sponsor of ESPN2's "Fitness Block," a six-hour
programming block of fitness and exercise programs which
airs every weekday morning. BTF has the right to promote
its exclusive association with ESPN2 in its centers
throughout the U.S. BTF and ESPN will also produce 25 hours
of original programming and a significant schedule of
commercial announcements as part of their one-year deal.
Programming will include BTF-sponsored events: U.S.
Triathlon Series Championship, the Fitness America Pageant
Series and the World Fitness Aerobic Championship and
National Fitness Aerobic Championships (ESPN).
AND THE PITCH: ESPN will give a presentation to
national advertisers before the upfront selling season, but
ESPN Senior VP/Advertising Sales Jeffrey Mahl said, "It's
not for program announcements," like other nets do. Mahl:
"It's more to showcase the brand. The idea is to sell ESPN
as a marketing platform." The net will discuss all of its
properties, including its domestic and int'l networks, ESPN
Magazine, ESPN SportsZone, ESPN Radio and its "budding line"
of retail stores and restaurants (HOLLYWOOD REPORTER, 3/17).
