Oakley Gives Women and ESPN a Boost

It used to be that publications kept their editorial and business sides as separate entities, also known as keeping "Church and State" separate in many a newsroom. With the way business and advertising has been evolving in recent years, though, some media outlets have found ways to find leverage a little content from its business relationships.

Sunglasses brand Oakley and espnW, ESPN's female-centric sports news website that launched in Dec. 2010, have announced an “innovative new content collaboration focused on serving the female fan and celebrating female athletes,” which is already evident (see above) on the espnW website.

Oakley, of course, has sponsorship deals with hundreds of female athletes across the planet. “The activation with espnW will focus on their successes and challenges on and off the field, as well as highlight their desire for both fashion and function in eyewear,” the release notes.  

The pair will produce “quarterly social media partnerships and photo galleries, plus content captured at Oakley athlete events.”

“Oakley’s partnership with espnW is a perfect match for the Oakley brand and our focus in bringing performance and style to the active, sports-minded woman,” stated Liesl Holtz, Oakley Global Women’s Sports Marketing Manager. “Through our professional female athletes and event activations we look forward to celebrating the athlete in all of us.”

As part of the deal, Oakley will promote espnW at all of its events as well, including in its hospitality tent at this summer’s Olympics in London and other major events, such as the Ironman Triathlon Championships in Kona, Hawaii.

There will also be Oakley-sponsored photo galleries on the site as well as a web series starring a few of Oakley’s female athletes, such as skier Lindsay Vonn, track and field star Lolo Jones, and snowboarder Gretchen Bleiler.