Eli Lilly Links to ESPN’s Pat Summitt Reunion Special, Seeking New Ways to Tell Medical Stories

By Brian Steinberg

Brian Steinberg

Senior TV Editor

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Eli Lilly & Co. hopes its sponsorship of an event tied to the heroic coach Pat Summitt will do just as much for the company as the many commercials it runs each year.

When “Celebrating Pat Summitt: Live Reunion Special,” airs on ESPN2 on Sunday, March 29 at 7:00 p.m. eastern, viewers will be told the program is sponsored by the pharmaceutical giant, which is eager to support programing that features real-life examples of people working their way through specific medical challenges, says Lina Polimeni, senior vice president and chief consumer marketing officer of Eli Lilly & Co., during a recent interview.

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