ESPN will reach out to sports fans to become its on-air promotional voice for its 25th-anniversary-celebration marketing.
"The Season of the Fan" campaign will support all "ESPN25" programming initiatives next year.
From Nov. 19 through next May, five ESPN25 fan utility vehicles will visit more than 100 cities and communities throughout the country and stop outside stadiums, arenas, sports bars, Little League parks, basketball courts and other sports-related locations to capture the most passionate fans in their element, according to ESPN senior vice president Lee Ann Daly.
Sports fans interested in being a part of the campaign will also be able to log on to ESPN’s Web site (msn.espn.go.com) to track the whereabouts of the ESPN25 fan utility vehicles.
Fans’ comments will be transformed into national TV spots, print ads and billboards.
ESPN spokeswoman Katina Arnold said there would be some opportunities for MSOs to tie into the initiative in select markets.