Albion lands ESPN X-Games ad brief

ESPN, the US Disney-backed sports broadcaster, has appointed Albion to promote its X-Games extreme sports initiative in the UK after a pitch against undisclosed agencies.

The agency will develop ads targeting young extreme sports enthusiasts. The communications plan, which includes press, outdoor and a heavily weighted digital strategy, will culminate in a live extreme sports event, the first of its kind in the UK, to take place in London this autumn.

In the US, the X-Games runs biannually in Colorado over winter and in Los Angeles in the summer. The games, which are shown live on ESPN and ABC, first took place in 1995.

ESPN has been trying to build its UK profile in recent years. In 2006, the broadcaster made its UK debut with ESPN Classic, a sports archive channel, on Sky Digital.

Last month, ESPN created a consolidated TV ad sales team for Europe, the Middle East and Africa, and a digital media department to harness partnerships between all ESPN-owned websites.