NEW YORK ESPN today breaks its first comprehensive marketing effort to support its coverage of Major League Soccer.
The campaign, "You are a fan. You just don't know it yet," via Wieden + Kennedy, New York, includes three 30-second spots that will air across all ESPN networks and on ABC. Support includes print and radio. Spend was not disclosed.
The spots tap into the fans of basketball nation who currently are watching NCAA tournament and NBA action. Text reads, "Things you love about basketball."
An animated basketball player is shown displaying various attributes, such as "quickness," "athleticism" "teamwork" and "desire." The animated player is then intercut with live MLS action in which soccer players display similar attributes.
ESPN/ABC's coverage of the 2007 MLS season launches April 7 on ABC.
Coverage this season will be highlighted by several games with international star David Beckham, who will join the Los Angeles Galaxy this summer.