Only four brands will advertise during ESPN's "The Last Dance," a 10-part series on the '97-98 Bulls, because the net is "sticking with its original plan of airing the event with limited commercial time," according to E.J. Schultz of AD AGE. Ad time will go to presenting sponsors State Farm, Reese’s, Facebook and an "unnamed fourth sponsor;" ESPN reps said that the brand is "in the pharmaceutical category but did not share details." ESPN execs "resisted the temptation to open up more" ad inventory despite "likely strong demand from sports-hungry advertisers." Schultz noted the deals include "regular commercials in addition to in-show integrations." For instance, Facebook will brand "Trivia" content, with "stats on the Bulls dynasty" and the NBA in the '90s. State Farm will "sponsor 'The Vault,' which includes ESPN archival content, and Reese’s will back an in-show feature called 'Remember When,' which will recall stories about the Bulls." State Farm also teamed with ESPN's in-house CreativeWorks for a "custom ad" featuring ESPN's Kenny Mayne. The spot "shows him sitting at a 1998-era SportsCenter anchor desk talking about the Bulls documentary that will hit 22 years later." State Farm also is "sponsoring a show that will air after each episode and stream on various social digital channels," featuring ESPN's Jalen Rose and David Jacoby. Facebook Live will stream a "separate pre- and post-episode show hosted by ESPN’s Sarah Spain" (ADAGE.com, 4/16).
