ASPIRE, the new cable network from Earvin “Magic” Johnson set to premiere in June, announced today it has signed its first launch partnerships in a deal with Universal McCann for multiple clients including Nationwide Insurance and L’Oréal USA brands L’Oréal Paris, Maybelline New York, Garnier and Soft-Sheen Carson. The deals provide the L’Oréal brands and Nationwide Insurance category exclusivity for an undisclosed period of time.
In addition to the on-air buys, L’Oréal, Nationwide Insurance and additional Universal McCann clients will retain the right to customize an event hosted by Johnson for their employees and consumers, as well as have the opportunity to feature their brands in a GMC World Premiere Play or GMC World Premiere Movie.
Johnson, chairman of ASPIRE, stated, “The team at Universal McCann and their clients, Nationwide Insurance and L’Oréal Paris, Maybelline New York, Garnier and Soft-Sheen Carson, share our vision for a new network that encourages and challenges African-Americans to reach for their dreams; one that will create tremendous opportunities for African-Americans in front of and behind the camera.”
Yin Rani, president, Universal McCann North America, said, “The multicultural audience remains an important and growing segment of our clients. We believe the passion and energy that Magic Johnson and his partners are bringing to this network will create a great platform for our clients’ brands to engage with key consumers.”
ASPIRE will be an African-American targeted network designed to entertain, inform and inspire through a diverse slate of original and acquired programming in the categories of movies, documentaries, short films, music, comedy, visual and performing arts and faith and inspirational programs. ASPIRE recently was awarded one of the first four, new and minority owned and operated independent network launch commitments by Comcast.
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