ESPN has roped in TAG Ideation, the marketing division of McCann Erickson targeted towards young adults, for the upcoming Champions league Twenty20 tournament.
The Delhi outfit of the brand won the five way pitch against Lowe Lintas, JWT, Wieden + Kennedy and Grey Worldwide to bag the account.
ESPN wanted a pitch that would recapture consumer interest in the sport after the recently concluded IPL and T20 World cup.
The media campaign would involve print, TV, radio, OOH and below the line activities.
The 2010 Airtel champions league Twenty20 features premier domestic Twenty20 teams in the world, with three representatives from India chosen from the top 3 teams in IPL T20 league.
The tournament will be played between 10-26 September in South Africa.