ESPN, Inc.: This Is Sportscenter campaign

Ed Dinger

ESPN was launched in 1979 in Bristol, Connecticut, as the first cable television channel devoted exclusively to sports, although it had limited access to sports programming.

ESPN, Inc.: This Is Sportscenter campaign

Ed Dinger

OVERVIEW

ESPN was launched in 1979 in Bristol, Connecticut, as the first cable television channel devoted exclusively to sports, although it had limited access to sports programming. One way to fill airtime was to run a daily sports-highlight show. Called SportsCenter, this program could offer much greater depth than the traditional five minutes reserved on the local news. It proved highly popular with viewers. In 1993 ESPN hired ad agency Wieden+Kennedy to promote the SportsCenter brand. What resulted was the "This Is SportsCenter" campaign, which would become one of...

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