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." (Click on the section and video ads starring Mike Trout of the Los Angeles Angels, Russell Westbrook of the Oklahoma City Thunder and Justin Tuck of the Oakland Raiders pop up).
These integrations follow MillerCoors' successful "Coors Light Cold Hard Facts" play with ESPN, which has since migrated to the network's flagship SportsCenter show.
For ESPN and Fox Sports, Native Comes Naturally
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