2010 ESPY Awards Rookie Marketing Roster Includes GMC, Old Spice, Hennessy

Seth Meyers, host of the 2010 ESPY Awards.June 25, 2010: It may not be the best sign that the economy is recovering, but it is a sign that there is, perhaps, a headlight at the end of the tunnel.

ESPN has unveiled  the sponsor roster for the 18th annual ESPY Awards presented by Capital One and Castrol Edge on July 14. Among them is a bevy of first-time sponsors including GMC, which has been among the poster companies for the financially challenged. Also coming in as rookies sponsors are Hennessy, Old Spice and Supercuts.

GMC will be supporting its new "Dude Perfect" campaign touting the 2011 Sierra Denali. The effort is anchored by a series of TV and online spots in which guys attempt Ripley's Believe It or Not-type basketball shots, such as taking a shot from a moving plane or while jumping off a high cliff. Part of the online effort is offering a $50 gift card for

Returning associate sponsors are EA Sports, Gatorade, Miller Lite and The Weinstein Company. ESPN said that The Weinstein Company would promote the theatrical release of Piranha 3D, scheduled to hit theaters Aug. 20, Miller Lite would serve as the presenting sponsor of the official ESPY post-party and Hennessy Black would be sponsoring ESPN’s Tuesday night pre-party, Fat Tuesday at the ESPYs.

Also returning, for the third year, Kellogg’s Frosted Flakes will sponsor the 2010 ESPY breakfast on July 14, where the brand will award one of six finalists the 2010 Youth Achievement Award.

In addition to on-site hospitality opportunities, sponsorship benefits include media components across many of ESPN’s screens, such as ESPN, ESPN2, ESPN Deportes, and ESPN’s Mobile web site; as well as ESPN Radio and ESPN The Magazine. Sponsors also participate in the ESPY Celebrity Golf Classic benefitting the Jimmy V Foundation. Co-presenting sponsors Capital One and Castrol Edge will also serve as co-presenters of the nomination show and ESPY voting.  Each entity supports an individual award as well – the Capital One “Best College Athletic Program” award and the Castrol Edge“Performance Under Pressure” award.

The ESPYs will be hosted by Seth Meyers of Saturday Night Live and, fittingly, will be televised live for the first time since 2003, on ESPN/ESPNHD from Nokia Theatre L.A. LIVE in Los Angeles. A variety of ESPN multimedia platforms will support, including, ESPN Mobile, ESPN Deportes and ESPN International.

ESPN is also supporting with a series of spots featuring Meyers, including "Delivery Guy" where he explains the merits of the teams up for the Best Team honor to an uncaring man who has delivered his Chinese food ("I just want my money," the guy deadpans); and "Dressing Room," where Olympic gold medal winner Evan Lysacek gives Meyers some wardrobe tips ("This stretchy tuxedo worked for me, it can work for you," offers Lysacek).

According to ESPN, fans who register will determine the winners in all categories (except the Arthur Ashe Courage Award and other special awards). Voting is open now through July 10 at, on ESPN Mobile Web at and, for the first time, at

The 2010 ESPY's nomination show will air June 25 on ESPN2. The "Best Play" nominees will be revealed during the 2010 ESPY Countdown show airing an hour before the 2010 ESPYs, and voting will take place during the ESPYs show itself. Also, voting for "Best Team" will be conducted live during the ESPYs show telecast.

Among the interesting sideline stories is the category for "Best Male Athlete," which includes NBA Finals MVP Kobe Bryant of the champion Los Angeles Lakers and LeBron James, who by July 14 may have unveiled which NBA uniform he will be wearing in 2010-11. Likewise, Brett Favre, who is nominated in the "Record Breaking Performance" category, may have decided by then whether he will be returning for the 2010 NFL season with the Minnesota Vikings.

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