ESPN this week has launched a new marketing effort to promote its coverage of Major League Soccer, Brandweek reports. The campaign, "You are a fan. You just don't know it yet," spans TV, print and radio, but the ads will only be shown on Walt Disney Co.-owned properties including all ESPN networks and ABC. Coverage on ESPN and ABC begins with the April 7 season opener between D.C. United and the Colorado Rapids.

The TV spot seems to be aimed at basketball fans currently watching the NCAA and NBA. Text reads "Things you love about basketball," and then it shows an animated basketball player displaying the highlighted attributes "quickness," "athleticism," "teamwork" and "desire." Then it cuts to live MLS action where soccer players display the same attributes. The ad agency Wieden + Kennedy created the spot.

A little marketing-rather, a little clever, well-placed marketing-is something MLS has sorely needed. Coupled with the arrival of David Beckham, a little direct promotion in front of another sport's audience could prove to be a win for both ESPN and MLS. Read the original story...