ESPN2 today is operating as "The Ocho,” an outlet "devoted to niche sports like pickleball, cornhole and something called 'chess boxing'" -- complete with "special commercials from KFC," according to Brian Steinberg of VARIETY. KFC is sponsoring the "off-kilter concept with clever ads that show athletes trying to succeed in sports with the chain’s iconic buckets over their heads." During some blocks of programming, viewers will see ESPN's John Buccigross and Kenny Mayne "holding forth on an 'ESPN Ocho' set introducing new contests in which top athletes are blinded by KFC buckets meant to hold fried chicken." One vignette featuring two boxers trying to engage with one another is "particularly amusing." ESPN Creative Works VP Carrie Brzezinski-Hsu said that the two hosts "wore the same outfits in the KFC content ... that they will wear as they host 'Ocho' programming." Boxer Jose Vargas and skateboarder Isaiah Hila are among the athletes who "went eyes wide open into the bucket-blinding KFC spots." Brzezinski-Hsu said that KFC and ESPN have been "working on the promotions for six months." KFC Dir of Media & Marketing Steve Kelly said that the marketing team began "making inquiries about a second 'Ocho' soon after the first had aired" in '17. He added that just "running regular ads during the 'Ocho' likely wouldn’t engage viewers." He said the “Ocho” audience “expects to be entertained." Kelly: "They aren’t nervous about watching their teams perform" (VARIETY.com, 8/8). See all the spots via KFC's YouTube playlist.
