ESPN enlists Facebook, Reese’s, State Farm for custom content around Michael Jordan docuseries

Dive Brief: ESPN is deploying a new sponsorship model for its upcoming docuseries "The Last Dance," which chronicles NBA star Michael Jordan's legendary championship streak on the Chicago Bulls, per details shared with Marketing Dive. Facebook, Reese's Peanut Butter Cups and State Farm are presenting sponsors for the 10-part series that premieres on April 19, and each brand is working on a tailored integration. Facebook will focus on a "Trivia" segment around the Bulls' '90s basketball dynasty, State Farm will support "The Vault" content centered on vintage ESPN footage and Reese's will sponsor a "Remember When" portion that recalls stories from the championship teams. As part of the Facebook tie-up, ESPN will run pre- and post-show livestreams exclusively on Facebook and Instagram. The network's in-house agency ESPN CreativeWorks also partnered with State Farm to cut a custom ad that repurposes a "SportsCenter" broadcast by anchor Kenny Mayne from 1998. The spot is currently running across ESPN's linear platforms and as a 6-second cut on Snapchat.

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