Russell to Sponsor College BCS Games

ATLANTA Russell Athletic has expanded its marketing program to include an agreement with ESPN and ABC Sports to sponsor college football’s Bowl Championship Series, the client confirmed.

The deal means more television chores for WestWayne, which launched its latest “Are you Russell material?” campaign for the Atlanta-based client earlier this year. The $2 million effort had been limited to print ads.

The increased ad spend has not been disclosed.

The Atlanta independent shop will create a 60-second “Road to the BCS” commercial that will launch in August and air on ESPN, ESPN2 and ABC. Half the spot will focus on a college team as it prepares for the series, according to the agency. The remaining 30-seconds features Russell brand athletic wear.

Print executions will run nationally in sports publications such as Sports Illustrated.