New ESPN High School Sports Initiative to Launch: ESPN RISE

James Brown to Lead New Multimedia Brand

ESPN announced it has formally launched a high school sports content initiative that has been named ESPN RISE.  ESPN RISE is a multimedia brand dedicated to growing ESPN’s 12- to 17-year-old audience, while providing ESPN fans with compelling high school sports content across all of ESPN’s platforms including programming and events, digital media and publishing. 

James Brown, a 13-year-veteran of the company, will lead ESPN RISE as Senior Vice President. Brown was appointed Senior Vice President, New Program Development in April 2007, and will continue to be based in Bristol and report to David Berson.

“ESPN RISE will build upon ESPN’s more than 20-year-tradition of covering high school sports by applying our passion for sports to the creative ways we communicate with our core fan of the future,” said John Skipper, executive vice president, content.  “During the past 12 months, James has worked diligently with key stakeholders across the various ESPN platforms to strategically develop the future of high school sports content at the company.”

ESPN RISE assets will include:

• Digital Media – In August 2008 ESPN RISE will rollout its official website, ESPNRISE.com, which will feature a robust series of community and social-networking applications targeting high school athletes and content with national, regional and local focal points from ESPN.com, Scouts Inc., Hoopgurlz.com, RISEmag.com and other sites.

• Publishing – Immediately, RISE, GIRL, Hardwood and Gridiron Magazines will all fall under the ESPN RISE umbrella.  Effective September 2008, RISE Magazine will be re-branded ESPN RISE and will have a forecasted circulation of one million.

• Events – The Boost Mobile Elite 24, which features the top 24 high school basketball players in the country, will immediately become ESPN RISE’s premier basketball event.

• News and Information – Beginning at the start of the ‘08/’09 school year, high school news and information content will be delivered across several studio shows including SportsCenter, ESPNEWS, and College Football Live.

• Programming – ESPN RISE will collaborate with ESPNU in its efforts to continue to take college sports fans deeper into the college experience, by presenting high school sports recruiting content. This will include ESPN’s full slate of live high school games, the Under Armour All-American Football Game, ESPNU’s Recruiting Insider and its annual national signing specials.

“This is a very exciting time for ESPN,” said Brown.  “ESPN RISE will provide the high school athlete and fan-base with content and an environment that celebrates high school sports in a unique way.”

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