ESPN announces the sponsor roster for the London 2012 Olympic Games that will be telecast across ESPN networks in South America. Head & Shoulders, Gillette, McDonald’s, Samsung and Visa are among the pan regional sponsors.
According to ESPN, the network will dedicate six networks—at least three per country—to fulltime, high definition coverage of London 2012. In addition, the networks will offer unparalleled news and information studio programming as well as providing up-to-the-minute coverage across digital platforms, allowing brands to enhance their messaging and connect even further with consumers across the region.
“ESPN is dedicated to offering fans and advertisers the most unique multiplatform sports experience possible”, said Alfonso Cueto, senior director of ad sales for ESPN Latin America. “The Olympic Games are a great example of how we collaborate with our advertisers to generate effective and memorable experiences, where brands become part of the story rather than simply sponsoring it.”
Gillette, Head & Shoulders and ESPN joined to collaborate in the brands’ initiative, Un Buen Comienzo (A Good Start) that includes special features on various P&G Olympic Athletes from Latin America as they get ready for a good start in London. As part of the alliance, ESPN will produce special on-air and online athlete profiles in order to educate sports fans on the brands’ regional and global athletes, while also encouraging fans to support their countries and athletes in preparation for the Games by sending positive tweets with specific hashtags.
McDonald’s Corporation will also have presence throughout ESPN’s coverage of the Olympic Games. The brands are collaborating on the promotion of McDonald’s Champions of Play, an initiative that brings almost 200 kids from around the world together for a unique experience in London, while encouraging a balanced approach to nutrition and activity for children. As part of the program, children from Latin America will serve as journalists and have inside access during the Games. Coming from 14 different countries, the 20 kids have been trained to be “young correspondents” with a training program developed between ESPN and McDonald’s. The nominated kids from Argentina, Brazil and Mexico were also invited to ESPN’s studios where they were trained in person by some of ESPN’s renowned sports journalists. This way the kids will be able to send their stories to ESPN and local media during their experience in London. Special segments featuring the children have been appearing on top studio programming including Pura Quimica and Radio Formula. In addition, the network is set to cover the winners’ journey in London during the event on SportsCenter and London Nightly.
Samsung will support the launch of their new Galaxy SIII mobile device through a special collaboration with ESPN that focuses on highlighting the phone’s advanced technological photo features. ESPN on-air talent will be taking photographs using the phone at various events. The photos will appear within SportsCenter and London Nightly.
Visa will also have presence throughout ESPN’s coverage with Olympic Games-themed commercials and billboard presence during the broadcast of The Games and studio programming