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05.2010

Massachusetts Beverage Business

archivedPromotions

JIM BEAM BOURBON

is running a new venture with ESPN to launch “The Next Round – Served Up By Jim Beam”, a web series hosted by ESPN personality and award-winning journalist Scoop Jackson and featuring famous guests discussing the news with a focus on sports and pop culture.  Each episode will feature Jackson and a range of guests – actors, athletes, media personalities, and comedians – discussing the relevant topics of the moment.  Known for his strong opinions and edgy perspective, Jackson has covered sports and culture for more than 15 years.  New content will air every two weeks on ESPN.com, and portions of the show will air during the 11pm SportsCenter on ESPN.  Segments will be recorded in Los Angeles at a custom-built ESPN/Jim Beam studio and at six remote locations that will include cities hosting major sporting events throughout the year.  The series premiere was shot at the Cask ’n Flagon in Boston to coincide with baseball’s opening day.  The Next Round will be featured across several ESPN properties and will have its own page on ESPN.com, which will house clips of the show, shoot summaries, video podcasts, pictures and links, and will act as the hub for fan social media interaction.  Once a month, segments will be featured on ESPN Radio.  Additionally, espn the magazine will feature The Next Round six times throughout the course of the program.  To drive viewership, Jim Beam and ESPN are implementing a retail program with co-branded POS materials.

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