AT&T DIALS UP MULTIYEAR AD DEAL ACROSS ESPN AND ABC SPORTS
AT&T has signed a four-year, multimedia deal with Walt
Disney Co.'s ESPN and ABC Sports, according to Beth Snyder
of AD AGE. The deal, worth "an estimated" $20-30M annually,
cuts across 15 properties of ESPN and ABC Sports. A new
N.Y.-based unit, AT&T Edge, will be involved in deciding how
advertising will be allocated across the Disney properties,
which include ABC's "Monday Night Football," ESPN's "Sunday
Night Football," ESPN Magazine, ESPN radio, The Espy Awards
and ESPN SportsZone. Snyder reports that the deal marks the
first time the two Disney sports properties have worked
together with an advertiser in an "extensive" partnership.
AT&T hopes to reach males and college students in its
partnership (Beth Snyder, ADVERTISING AGE, 6/29).