“We place a high priority on creating innovative and valuable activations within the broadcast for our partners,” Cheri Kempf, svp of AU and director of softball, told ADWEEK. “Our relationship with ESPN positions us perfectly to attract new partners interested in unique in-game options or traditional ad inventory placements.”
Those advertisers include the addition of Dick’s Sporting Goods as the presenting sponsor of the 2024 AU Pro Games at the Little League World Series in August, and the company expects brand interest to continue to grow with the new deal.
“At the end of the day, national advertisers are looking for scale. The ability to offer linear exposure is an essential element of being the major sports property that Athletes Unlimited is and wants to continue to be,” said Patricof. “Our focus is really ensuring that we’re delivering advertisers what they’re looking for, and doing this hand in hand with ESPN. They’ve made such an effort at ESPN. They’re obviously seeing great new partners come in and support women’s pro sports and be eager to reach that audience, and we see the same thing.”
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