Honda Steers 'Power Of IX'
Honda has inked a deal with ESPN to back a multiplatform initiative about Title IX, which many say has revolutionized female athletics since the legislation was signed 40 years ago. The arrangement includes a link with the espnW site, a regular “SportsCenter” feature and presence on a televised awards show.
On Mondays through June, Honda will back the “The Power of IX” countdown of the top 40 athletes of the past 40 years on SportsCenter.
The Honda Sports Awards, honoring college female athletes, will air on ESPNU for the first time June 23 as part of a larger awards program. Honda will also serve as the presenting sponsor of a special edition of “E:60” focusing on women and sports.
Laura Gentile, who oversees espnW, which was launched in October, stated that one goal is to bring “a deeper awareness of Title IX’s impact.” Honda is the presenting sponsor of a “The Power of IX” espnW microsite.
On the site, espnW is aiming to put together the “largest female athlete photo mosaic in history” and encouraging females to upload their photos, which will run alongside legends such as Serena Williams and Billie Jean King.