Under Armour and LG Electronics Sign on as Premiere Sponsors
ESPN Short Form Content to Feature Prominently in YouTube’s Sports Category
Short-form content from ESPN will be available via a dedicated ad-supported channel on YouTube beginning today, July 13. The ESPN Video Player will be integrated into ESPN’s channel and will anchor a wide variety of exciting sports content and highlights. ESPN will also make additional short-form content available through YouTube’s player. The ESPN channel on YouTube is located at www.youtube.com/ESPN and the ESPN module will be featured prominently on the YouTube Sports Homepage located at www.youtube.com/sports.
Ad inventory on the channel will be controlled by ESPN. Under Armour and LG Electronics USA are the first sponsors to take advantage of ESPN’s expanded digital video reach. Under Armour will debut a new 30-second animated spot called “Fierce Speed,” which was co-produced by Shilo and depicts the new football cleat with supersonic and futuristic speed elements, enabling athletes to witness the birth of GENERATION SPEED.
“We’re looking forward to bringing ESPN content to YouTube’s audience and helping our advertisers expand their reach within our channel environment,” said Matt Murphy, senior vice president, digital video distribution, ESPN. “We’re always looking for new ways to reach fans and create value for our advertisers. Working with the world’s largest online video site accomplishes both.”
Steve Battista, Under Armour, Senior Vice President, Brand added, “One of the keys to Under Armour’s success has been our ability to be at the forefront in leveraging digital and emerging media platforms to reach our target audience. ESPN continues to play a pioneering role in this space, which is increasingly influential for our consumers. This further enables us to provide our athletes and brand fans with product-specific content and engage them in a meaningful way.”
John Weinstock, brand marketing vice president, LG Electronics USA, said the ESPN-YouTube alliance complements both LG’s multimedia marketing strategy and LG’s Internet-enabled consumer electronics products. “This online sponsorship is a perfect fit for LG, especially now that sports fans can enjoy ESPN via YouTube on our ‘Netcast” flat-panel HDTVs or Blu-ray players,” he said.
“Sports is consistently among the most popular video categories on YouTube,” said Jordan Hoffner, Director of Content Partnerships at YouTube. “Providing our vast and engaged community with content the caliber of ESPN’s is a great win for us and for the online video market in general.”
Content will include highlights from major sporting events as well as original ESPN programming and breaking news. SportsCenter Right Now — a twice-daily capsule of top sports stories – will also be featured, as well as clips from Outside the Lines, E:60, Mike and Mike in the Morning, Pardon the Interruption and Around the Horn. Additionally the original digital series Mayne Street, starring Kenny Mayne will be available, as well as special programming packages created around events like the X Games.
ESPN’s agency Weiden + Kennedy created a special commercial spot to celebrate the launch of the channel. The spot can be viewed by clicking here.
ESPN, Inc. is the world’s leading multinational, multimedia sports entertainment company featuring a portfolio of over 50 multimedia sports assets. The company is comprised of six domestic television networks (ESPN, ESPN2, ESPN Classic, ESPNEWS, ESPN Deportes, ESPNU), ESPN, ESPN2, ESPNEWS and ESPNU HD simulcast services, ESPN Regional Television, ESPN International (45 networks, syndication, radio, web sites), ESPN Radio, ESPN.com, ESPN The Magazine, ESPN Enterprises, ESPN PPV, ESPN Zones (sports-themed restaurants), and other growing new businesses including ESPN360.com (Broadband), ESPN Mobile Properties, ESPN on Demand and ESPN Interactive. Based in Bristol, Ct., ESPN is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company. The Hearst Corporation holds a 20 percent interest in ESPN.
About YouTube Entertainment
YouTube has more premium partners than any other online video site and is actively working hand-in-hand with a growing list of content creators and advertisers across the entertainment industry to help them generate revenue and innovate in the digital era. YouTube’s sophisticated analytics and online tools show content creators how, when and why their audiences are engaging with their material. From major, household names like Disney to small, independent studios and aspiring filmmakers, YouTube provides a platform where anyone from around the globe can connect, share and enjoy much of the world’s best entertainment online.