Virtually "everywhere" ESPN cameras pan during the X
Games "there will be imprints of such major big-business
sponsors as AT&T, Adidas and Chevrolet to catch young eyes,"
according to Frank Green of the SAN DIEGO UNION-TRIBUNE.
Six major firms are each spending about $2M for on-site
advertising privileges, "as well as using the X Games name
and imagery in their own independent marketing campaigns,"
while nine other associate sponsors have paid $1M "or so to
secure less-coveted space at the event." Gold level
sponsor Taco Bell will feature the X Games in its radio ads,
on in-store place mats and cups and on its Xtreme Machine
promo vehicle. Taco Bell spokesperson Laurie Gannon: "It's
a distinctive property with an outdoors theme that delivers
to our core audience. It's a great tie-in, well worth the
sponsorship fees." The Games are estimated to attract about
800,000 households per program hour, up from 750,000 homes
last year and 710,000 in '96. Burns Sports President Bob
Williams: "When you break it down dollar for dollar, this is
a very inexpensive way to get your logo constantly flashing
in the picture" (SAN DIEGO UNION-TRIBUNE, 6/20).
