• Advertising Age, Tuesday, September 1, 2009 10:02 PM

Wendy's has inked an exclusive five-month sponsorship deal with ESPN, using the network's various platforms. Wendy's is now the official sponsor of "Football Fridays," programming that will run for the duration of the professional, college and high-school football seasons.

"People are tuning in because they are avid football fans, and if we can surround them with our messaging, we believe that supplies us with great value," says a Wendy's rep. The campaign will include football-related content that will run across ESPN and ESPN2, as well as ESPN.com, ESPN Mobile, ESPN360.com, ESPN The Magazine and ESPN audio. Wendy's commercials will run during every show it sponsors in the deal, which was brokered by MediaVest.

The Wendy's-sponsored programming will be placed on shows including "SportsCenter," "First Take" and "NFL Live," and on the TV and radio broadcasts of both "Mike & Mike in the Morning" and "The Herd With Colin Cowherd."

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