ESPN- Extension, Synergy and Franchise

For those who do not know, E.S.P.N stands for Entertainment Sports Programming Network. Created by Bill Rasmussen and his son Scott, ESPN was built as a regional cable sports network in Bristol, Connecticut. Since its inception in 1978 the company has sky-rocketed to be one of the most successful sport programming networks ever. As many successful companies and corporations the desire to branch and extend its business by means other than its origin is no different at E.S.P.N.
Extension has been an intricate part of ESPN for some time as they have developed many ways to reach their audience other than their conventional television method. What started as a single cable network has branched out to include 7 domestics, regional, syndicated, pay subscription packages as well as 30 international networks. In 1992 the creation of ESPN radio was under way. They have gone to print publishing, ESPN The Magazine, ESPN Deportes Magazine (for our Spanish reading sports fan) Bassmaster Magazine and hundreds of ESPN books about major topics that have taken place throughout modern sports. ESPN has recently expanded to the wireless market by creating 'Mobile ESPN' a cellular phone with sport update capabilities. What started out quite small has balloned into a mega outlet, where any sports fan can get updates and outcomes virtually anywhere, anytime.
In terms of synergy, specifically ESPN has helped BASS the world's largest fishing organization to gain some national attention and enhance its own products, merchandise and entertainment services. The idea behind this backing is that ESPN wants to help promote a sport that has potential to be a huge success, financially. Greg Waldron (fishing operations manager at Walt Disney World Resort) said, 'We think that bass fishing is where NASCAR was 10 years ago, but it's on its way up'. For BASS to be able to get to a higher level using the ESPN as a partner can only help increase its success based on the high respect ESPN already claims. Radio wise E.S.P.N has spread its name across the entire country and internationally as well. ESPN has 290 station affiliates throughout the country including New York, Los Angeles, Chicago, Dallas, Miami and many others. A radio station has the ability to buy the rights to use the ESPN name as well as its services. By picking ESPN on the radio, you have the ability to broadcast the ESPN shows and its hosts, who are scontentionally the best in this respective business. This transformation can increase advertsing sales for particular radio affiliates by a tremendous amount.
From a franchising perspective ESPN has cornered the video game world as well. Electronic Art and ESPN created a licensing deal two years ago in 2005 that hadn't been done before within sporting entertainment. The games will have the exclusive first right and ability to use ESPN content, hosts and programs. Games branded by ESPN include NCAA Football and Basketball, Gran Turismo (car racing), Madden NFL Football, MLB baseball, X-games, FIFA World CUp Soccer among many, many more.
ESPN is a marquee business in terms of extension, franchising and synergy. They are and continue to use their highly respected business and implement it into each new device or service that is created in order to better not only themselves but help in the success for those business that use the ESPN name, products and services.