Scion is the presenting sponsor of "ESPN Hollywood," a new show on the ESPN2 cable TV network. The newsmagazine program examines the intersection of sports and show business.
Terms of the deal were not disclosed.
ESPN and Scion, the youth brand of Toyota Motor Sales U.S.A. Inc., began discussing the sponsorship when the idea for the show emerged last year, says Ed Erhardt, president of customer marketing and sales for ESPN/ABC Sports.
"They recognized the collision of sports and entertainment and music, which continues to grow," Erhardt says. "They see 'ESPN Hollywood' as a great place to park their brand."
Scion is the only brand that advertises on the show. It is mentioned at the beginning of the program and whenever the network promotes "ESPN Hollywood."
Scion is receiving "the full multimedia car-wash treatment," Erhardt says. "Getting a position like that, you become part of the brand, especially when it launches."
Erhardt said the sponsorship increases Scion's investment in ESPN and puts a big share of its money on ESPN2.