NEW YORK—Sports Illustrated has selected Edelman to support the magazine’s 50th anniversary program that launches in July. Edelman is working closely with Sports Illustrated’s communications staff during the 19-month assignment that will culminate with the magazine’s 50th anniversary in summer 2004.
“Edelman’s resources and experience make it the perfect PR partner for our anniversary celebration,” said Art Berke, vice president of communications, Sports Illustrated. “Its successful track record of working with major national sponsor programs and mobile marketing tours, as well as the ability to quickly mobilize a network of offices across the country, made them the right fit for this program.”
The 50th anniversary initiative is being billed as the most ambitious marketing communications effort in Sports Illustrated’s history and will touch every state during the yearlong celebration of sports in communities across America.
The campaign will include national outreach with a strong emphasis on local and regional media outlets to support the various elements of the program, including: the mobile tour and its sponsors; the extensive editorial support in Sports Illustrated, SI.com and Sports Illustrated For Kids; and a major effort to enhance the quality of sports in America’s communities through the YMCA and Parks and Recreation.