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ESPN Launches MLS Ad Effort

Brandweek, Wednesday, March 28, 2007 10:47 AM

ESPN is rolling out its first big marketing push behind coverage of Major League Soccer. The effort, themed "You are a fan. You just don't know it yet," includes three 30-second spots that will air on all ESPN networks and ABC. Other support includes print and radio.

The work taps into basketball fans watching the NCAA tournament and NBA games. With text reading "things you love about basketball," an animated player is shown displaying things like "quickness," "athleticism" "teamwork" and "desire." He is then intercut with live MLS action that shows similar attributes.

ESPN and ABC's coverage of the 2007 soccer will begin next month and likely be highlighted by games featuring David Beckham, who is set to join the Los Angeles Galaxy this summer.

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