For football fans, everything is elevated in the postseason. So come playoff time, ESPN is giving fans something to elevate their food as well. Introducing: Postseasoning.

Postseasoning is a custom spice blend for fans who are looking to pair the intensity of postseason football with intense flavor in their tailgating or pregame cooking. The seasoning consists of salt, onion, gochugaru, garlic, paprika, black pepper, & cayenne. (Note: Postseasoning is not recommended for fans of teams under .500)

“Serving fans is what drives us, and Postseasoning is an unexpected, but truthful way to tap into our mission,” said Curtis Friends, Senior Director, Sports Marketing, ESPN. “The football postseason is when everything is elevated, so it made sense for ESPN to help people elevate their fandom in one of its most powerful expressions: food.”

While the bottles are not for sale, over 10,000 bottles of Postseasoning will be given out at postseason games throughout the rest of the football calendar year. Fans in Indianapolis ahead of the College Football Playoff National Championship will be able to pick up a bottle of Postseasoning at ESPN’s Playoff Fan Central located at the Downtown Indianapolis Convention Center (100 S Capitol Ave, Indianapolis, IN 46225) while supplies last. Fan Central runs Jan. 8-10.

“Every now and then an idea comes along that everyone immediately agrees needs to exist in the world. Today, that idea is an ESPN spice bottle,” said NJ Placentra, Creative Director, Arts & Letters Creative Co. 

Additional activations around the idea include:

• A partnership with James Beard Award-winning pitmaster Rodney Scott, who provided some recipes, tips & tricks on how to best use Postseasoning
• Custom boxes sent to select football fans & foodies across the country
• A hype video getting fans excited about Postseasoning (and postseason football)
• A microsite (promo.espn.com/postseasoning) with the video, photos, recipes, tips & tricks all in one place for fans to experience

“Whether you’re on the field or at the tailgate, as a huge football fan, I know that the postseason is the time where we all need to up our game,” Scott said. “I am excited to help ESPN in their mission to serve sports fans by creating recipes, tips & tricks on using Postseasoning.”

CREDITS
CLIENT: ESPN
Laura Gentile EVP, Commercial Marketing, Networks and ESPN
Emeka Ofodile Vice President of Sports Marketing
Curtis Friends Senior Director, Sports Marketing
Chantre Camack Senior Director, Talent Relations
Sharee Stephens Director, Talent Relations
Margaret Davis Associate Director, Sports Marketing
Alexa Dettelbach Manager, Sports Marketing
Lauren Gorajek Manager, Sports Marketing
Willi Anderson Associate Manager, Sports Marketing
Leah Jones Coordinator, Sports Marketing
Nidhi Bhagat Coordinator, Sports Marketing

AGENCY: ARTS & LETTERS CREATIVE CO.
Charles Hodges Founder, Executive Creative Director
Molly Jamison Creative Director
NJ Placentra Creative Director
Brendan Howard Creative
Sam Christian Creative
Temma Shoaf Director of Production
Calleen Colburn Executive Producer
Zack Sabin Producer
Rich Weinstein Managing Director
Brenda Schneider Group Business Director
Hill Shore Business Director
Martin Madriaga Business Manager
Andy Grayson Director of Strategy
Alex Morrison Strategy Director
Nana Dadzie Strategist
Lenora Cushing Director of Business Affairs
Jennifer Kmetzsch Business Affairs Assistant
Cam DiNunzio Music Supervisor

PRODUCTION COMPANY: ARTS & LETTERS CREATIVE CO. XYZ
Whitney Green Executive Producer
Geoff Castillo Director
Libbie Crane Senior Producer

EDITORIAL: ARTS & LETTERS CREATIVE CO. XYZ
Ben Surber Editor
Jason Quarles Animator
Whitney Green Executive Producer
Rob Rosko Producer
Micah Berry Technical Director

VFX / FINISHING: ARTS & LETTERS CREATIVE CO. XYZ
Matt Doe Colorist / Conform Artist

Audio Overcoast Music
Matt Whitworth Audio Engineer
JL Hodges Executive Producer