ESPN, Inc.: The Rick campaign
Robert SchnakenbergOVERVIEW
ESPN began in the late 1970s as the first 24-hour cable channel devoted exclusively to sports news and the airing of such minor sports as Australian Rules football and tractor pulls. By the 1990s, however, it was a powerhouse ready to extend its brand in every direction, including internationally. On the domestic side, a radio network was launched in 1992; a second cable channel, ESPN2, made its debut in 1993; and a website was introduced in 1995. Then in the fall of 1996 ESPN launched its third cable channel, ESPNews, a 24-hour...