Toyota, Lexus Co-Sponsor ‘MNF’

NEW YORK ESPN has entered into a multimedia advertising pact with Toyota (and its Lexus brand) to co-sponsor its Monday Night Football telecast on various platforms.

Lexus will sponsor nine of the 17 MNF halftime shows, with Toyota sponsoring eight. During the halftime shows, Toyota and Lexus will be featured in the opening and closing graphics, and will also have spots in the games. In addition, ads for the brands will run in ESPN’s print, radio, Web and TV offerings.

On ESPN.com, Lexus will have a featured site called “The Lexus Perfect Play,” in which fans can vote on their favorite play from Sunday National Football League games. During the Lexus Monday Night Football halftime shows, the winning play will be revealed. (When Toyota is the sponsor of the halftime show, the winning play will be revealed on ESPN.com.)

Toyota’s “Monday Night Surround” site on ESPN.com will contain interactive games and content related to the MNF match-ups, allowing fans in different markets to compete against one another.

During the Toyota sponsored MNF halftime show, ESPN will air a 15-second segment highlighting fan activities from the competing cities and a message to log onto ESPN.com to participate in Monday Night Surround.

“With fans now consuming sports across all media, ESPN’s Monday Night Football Surround is a true multiplatform concept that will provide Toyota and Lexus with the perfect opportunity to reach their consumers across all ESPN outlets,” said Ed Erheardt, president of ESPN, ABC Sports customer marketing and sales.