Sponsoring the Play-By-Play

In case you didn’t see it, there was a very interesting moment in last night’s BCS Championship broadcast right before the game-winning field goal attempt by Auburn. Check out this video clip (thanks to fangsbites.com for their post today that included the clip).

Now before you assume that the “This is for all the Tostitos” line was part of Frito Lay’s’ sponsorship package, Darren Rovell has already confirmed via Twitter that this was not the case (@darrenrovell: “ESPN Spokesperson: Frito Lay did not pay for Brent Musburger’s “This is for all the Tostitos” line.)

Even though the line was an “unofficial plug,” it does raise some interesting questions:

  • What was the additional media value generated by the statement?
  • Would title sponsors want to have integrated play-by-play mentions as part of their deals?
  • How much would this level of integration increase the cost of the sponsorship?
  • Could there actually be a negative impact if fans thought the integrity of the game and broadcast was being compromised?

Unfortunately, I don’t have any answers to these questions. I’m sure within a day or so, we may have some estimated numbers to measure the value of the statement from a media value perspective. The other questions will probably be actively discussed by sponsors and properties alike over the coming weeks. Both sides are always looking for new, creative ways to integrate sponsors into the sports experience, and this could make sense if it’s done correctly.

Update: From our friends over at Navigate Marketing (@Navigate_Mktg), “Making educated assumptions, we think ‘This is for all the Tostitos’ will end up being worth about $250k in exposure value for Frito-Lay.”

4 thoughts on “Sponsoring the Play-By-Play

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  • January 11, 2011 at 5:30 pm
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    Two thoughts …

    I hate the BCS, so I wasn’t watching the game, but I turned it on at the end and heard this line. I actually laughed out loud because it was quite funny and felt comedically sincere.

    But secondly, we all expect sponsorship messages, “Tonight’s broadcast is brought to you by Verizon….”

    My point is simple: if in the future, this line becomes part of the sponsorship agreement, it will feel like the bumper promo and have much less value and I will most likely, ignore it.

  • January 12, 2011 at 8:40 pm
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    Big Game Brent! Pretty innocuous comment on his part. No harm, no foul IMO. Don’t really see it catching on but an interesting concept nonetheless.

  • January 19, 2011 at 11:04 pm
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    FYI. This was not the first time that Musberger has used that line

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