ESPN said Wednesday that its 2001 Winter X Games coverage has been sold to
five 'gold,' or major, sponsors and eight associate sponsors.
The five gold sponsors for the winter event -- with 13 hours of coverage
running on ESPN, ESPN2 and ABC Feb. 2 through 6 from Mount Snow, Vt. -- are
renewals. They are AT&T Corp.'s 1-800-CALL-ATT, Motorola Inc., PepsiCo
Inc.'s Mountain Dew, Nike Inc.'s Nike ACG and Volkswagen of America Inc.,
ESPN/ABC Sports president of customer marketing and sales Ed Erhardt said.
Kellogg Co.'s Kellogg's Raisin Bran Crunch and The Gillette Co.'s Right Guard
Xtreme Sport are the latest companies to make associate-sponsorship buys,
joining such returnees as H.J. Heinz Co.'s Ore-Idea Bagel Bites, the U.S. Marine
Corps and Wm. Wrigley Jr. Co.'s Winterfresh gum, he said.
All of the advertisers made integrated buys across ESPN's and ABC's multiple
platforms, ranging from the cable and TV networks to the Internet, radio, print
and on-site signage.