Sunday’s debut of ESPN’s highly anticipated Michael Jordan documentary series provides some new sports content at a time when it is in short supply. But only four brands will advertise during the 10-part series—because ESPN is sticking with its original plan of airing the event with limited commercial time.
The ad time goes to presenting sponsors State Farm, Hershey-owned Reese’s, Facebook and an unnamed fourth sponsor; ESPN representatives said the brand is in the pharmaceutical category but did not share details.
The documentary, called “The Last Dance,” promises to deliver never-before-seen footage from the Chicago Bulls 1997-98 championship season. The series will air on ESPN on Sundays over five weeks, from April 19 through May 17. Netflix will air it outside the U.S. It was originally slated to run in June, but ESPN moved it to April in an attempt to fill the sports hole created by the coronavirus pandemic, which led to the cancellation of March Madness and has put National Basketball Association and Major League Baseball games on indefinite hold.