ESPN Gets In The Spice Game With 'Postseasoning'
by Rudy Sanchez on 01/11/2022 | 2 Minute Read
For many football fans, watching big championship or playoff games includes a spread of food and snacks. Usually, the fare is hearty, meaty, and zesty, like barbeque, buffalo wings, pizza, chili, and so on. Sports broadcaster ESPN is no stranger to the gridiron. To promote the airing of the college championship and NFL wildcard games on its network, ESPN is giving away a custom seasoning blend called “Postseasoning.”
The custom blend of salt, black pepper, onion, garlic, cayenne, paprika, and gochugaru comes in a clear, plastic spice jar topped with a black cap. The label is kept simple; the typography is sporty and set against a black background. The ESPN wordmark gets a splash of red, and the front includes a tagline that reads “Finally, a spice blend from ESPN,” which is perhaps sarcastic hyperbole inspired by the bombastic language that often surrounds playoff games.
ESPN is no stranger to stretching its core brand. The sports network has successfully broadened its content to include critically acclaimed and award-winning documentaries through its 30-for-30 series, though Mobile ESPN, a sports-centric mobile carrier and line of phones, was a major fumble, however.
Though Postseasoning is a one-off promotional play, perhaps there’s a future for the brand in sports-lovers’ pantries.