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
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