May 21st, 2014
For ESPN and Fox Sports, Native Comes Naturally
By Michael McCarthy
No Handwringing For the Major Players
Leave the tortured navel-gazing about native advertising to the daily newspapers. Online sports media outfits ESPN and Fox Sports are moving full speed ahead. ESPN’s web site features multiple native ad efforts, from content that’s created specifically for or with marketers to the old-fashioned content embedding brands that sports franchises on TV have pioneered.
The self-proclaimed Worldwide Leader in Sports has teamed with Dick’s Sporting Good’s to create an “ESPN Fan Shop” at ESPN.com. There’s also “MLB Power Rankings Powered by Subway.”