Jim Beam Bourbon announced a new venture with ESPN to launch “The Next Round – Served Up By Jim Beam,” a web series hosted by ESPN personality Scoop Jackson and featuring famous guests discussing the news with a focus on sports and pop culture.
The Next Round, which launches Saturday, 4/3, during the first commercial break of the 11 p.m. ET SportsCenter as well as on ESPN.com, will feature Jackson and a range of guests – actors, athletes, media personalities and comedians – discussing the relevant topics of the moment.
“This far-reaching media integration is a first of its kind for Jim Beam,” said Kelly Doss, senior director Bourbons, Beam Global Spirits & Wine. “We like to create legendary experiences for guys, and we know that they bond over Jim Beam cocktails and sports – a perfect combination. By seamlessly integrating the Jim Beam brand with ESPN’s many properties, including their network, Web site, magazine and radio outlet, we’ll truly be able to play where our guys play. We’re excited to get this venture under way.”
New content will air every two weeks on ESPN.com, and portions of the show will air during the 11 p.m. SportsCenter on ESPN. Segments will be recorded in LA at a custom-built ESPN/Jim Beam studio and at six remote locations that will include cities hosting major sporting events throughout the year. The web series premiere will be shot at a bar in Boston to coincide with baseball’s opening day. Additional shoot locations will be announced at a later date.
The Next Round will be featured across several ESPN properties and will have its own custom page on ESPN.com, which will house clips of the show, shoot summaries, video podcasts, pictures and links and will act as the hub for fan social media interaction. To drive viewership of the web series, Jim Beam and ESPN are implementing a retail program with co-branded point-of-sale materials.