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ESPN today announced that it has re-signed charter advertisers Ford and MetroPCS for The Undefeated. Both brands are renewing their sponsorships less than a year since the site launched in May.

“These unique sponsorships with Ford and MetroPCS are a great example of how we are marrying high quality content with performance selling,” said Wendell Scott, senior vice president of multimedia sales, ESPN Customer Marketing and Sales. “Both brands recognize the value that The Undefeated is bringing in the multicultural space through its in-depth reporting, commentary and insight on culture through the lens of sports. By aligning themselves with ESPN’s commitment to this audience, Ford Motor Company and MetroPCS will have a prominent presence throughout the site.”

The deal with Ford will provide best-in-class opportunities beyond the site for a 360-degree approach to audience engagement in reaching African American sports fans. Ford will also be able to perform audience-based programmatic transactions through ESPN’s trading desk. The agreement between ESPN and Ford was facilitated by UniWorld Group, the country’s longest-standing multicultural advertising agency and Ford’s African American advertising agency of record.

“It was important for us to work with ESPN because of the exquisite and compelling storytelling it is able to accomplish with The Undefeated platform,” said Raj Register, Ford multicultural communications manager.

For its part, MetroPCS will be the first advertiser to deliver a vertical video ad treatment on TheUndefeated.com. It will also have a presence across The Undefeated’s community content as well as the ability to create a custom content module to reach African American audiences. Additionally, MetroPCS will be able to leverage opportunities to extend its reach across multiple ESPN platforms.

About The Undefeated

The Undefeated is ESPN’s multiplatform content initiative exploring the intersections of sports, race and culture. The digital hub, TheUndefeated.com, which launched in May 2016, combines innovative long-form and short-form storytelling, investigation, original reporting and provocative commentary to enlighten and entertain African Americans, as well as sports fans seeking a deeper understanding of black athletes, culture and related issues.

In addition to its cutting-edge content, The Undefeated seeks to be a thought-leader on race, sports and culture in the country – convening insightful forums to discuss and debate topical issues affecting sports and race in America.

About Ford Motor Company

Ford Motor Company is a global automotive and mobility company based in Dearborn, Michigan. With about 201,000 employees and 62 plants worldwide, the company’s core business includes designing, manufacturing, marketing and servicing a full line of Ford cars, trucks and SUVs, as well as Lincoln luxury vehicles. To expand its business model, Ford is aggressively pursuing emerging opportunities with investments in electrification, autonomy and mobility. Ford provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products and services, please visit www.corporate.ford.com.

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