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|  | NOVEMBER 7, 2003
Gatorade Sacks ESPN's Playmakers The NFL loathes the cable channel's football drama, but the sports-drink maker says that's not why it's pulling its advertising Major ESPN advertiser Gatorade is pulling its ads from the sports network's controversial new drama Playmakers, which has enraged the National Football League brass over its depiction of some players as criminals, BusinessWeek Online has learned. "We grew increasingly uncomfortable with the [Playmakers] content," says Gatorade spokesman Andy Horrow, who confirmed the decision. "We felt that the show was in conflict with what we stand for as a brand." Unlike the broadcast networks, which provide the advertisers with previews of TV shows that might be controversial, ESPN refused to release Playmakers early, Horrow said. An ESPN spokesman declined to comment. BAD SPORTS. Playmakers, which launched Aug. 26 as part of ESPN's foray into original programming, has depicted some players on a fictional NFL team as drug addicts and wife-beaters. ESPN's parent, Walt Disney (DIS ), has two eight-year contracts worth nearly $9.5 billion with the NFL to show games on ABC and the sports network. The show infuriated NFL Commissioner Paul Tagliabue, prompting him to call Disney CEO Michael Eisner to complain. Tagliabue hasn't sat through an entire episode, say sources. Since its debut, the weekly hour-long show has averaged a 1.9 rating (1.6 million households tuning in) -- respectable numbers for an original program on a cable channel. Gatorade's decision to pull its advertising comes as it prepares to negotiate a new sponsorship deal with the NFL that would allow it to continue placing its familiar coolers on the sidelines during games. As part of its current deal, which expires in March, Gatorade pays the NFL $20 million a year for those sideline rights, sources say. An NFL spokesman declined to comment on Gatorade's decision to pull ads on Playmakers. STICKING WITH ESPN. Gatorade's Horrow says the decision had nothing to do with its NFL sponsorship, adding that no one from the beverage outfit has been in touch with the league about the show. Gatorade is a unit of PepsiCo (PEP ), which has a separate $200 million sponsorship deal with the NFL. Gatorade will continue to advertise on ESPN despite pulling out of Playmakers. "We have been an advertiser from nearly the time ESPN launched," says Horrow. "We're committed to advertising on the network, which we consider the most visible sports equity on TV." All part of the game.  By Tom Lowry in New York Edited by Douglas Harbrecht
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