ESPN’s new docuseries on Michael Jordan is a team effort with brands. With live sports events cancelled indefinitely, brands are finding different ways to put their sports ad money to use, and The Last Dance shows what sports marketing looks like now. Experimenting with a new sponsorship model for their much anticipated 10-part docuseries about basketball legend Jordan, the sports network called on Facebook, Reese’s, and State Farm to create tailored integrations every week. The social network will focus on a “Trivia” segment around the Bulls’ ’90s basketball dynasty with ESPN running pre and post-show livestreams exclusively on Facebook and Instagram, State Farm will support “The Vault” content centered on vintage ESPN footage, while Reese’s will sponsor a “Remember When” portion that recalls stories from the championship teams. Ahead of the first episode’s premiere, Nike surprise dropped their Jordan V sneakers, which sold out immediately. (Marketing Dive, NBC Sports)
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