Bing Hopes For Touchdown With New ESPN Partnership

bing-footballFootball fans have probably already seen plenty of Bing advertising across various sports. And as the Super Bowl approaches, you’re going to see more: Bing and ESPN have just announced a new partnership that involves two pre-Super Bowl promotions:

  • A new feature called “I Am A Champion” that begins airing this week on SportsCenter and NFL Live. It profiles various Super Bowl-winning quarterbacks and the “key life and career decisions” they’ve made.
  • Sponsorship of ESPN The Magazine‘s 2011 “NEXT” event during Super Bowl weekend.

Bing has been aggressively advertising to football fans during the current season with things like the Bing National Tailgating Championship, visibility during Monday Night Football and SportsCenter broadcasts, advertising on Sports Illustrated‘s website, and now this latest push.

Has it worked? A spokesperson says Bing has seen a 17% jump in traffic among the 50+ million football fans tracked by comScore (compared to the three months before the NFL season began). And, via testing at its NFL tailgating events, Bing’s awareness is up 29% and favorability has increased 24%.

Bing has also pushed several football-related features into its search experience. We recently wrote about the addition of FanSnap ticket inventory to Bing’s search results, and Bing shared about a half-dozen others in a blog post late Friday afternoon.

Related Topics: Channel: Industry | Microsoft: Bing | Microsoft: Marketing


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide