"This Is Sports Center" is the marketing campaign the the "Worldwide Leader" in sports broadcasting has developed and successfully maintained for many years.

The concept of the 30-second promos is to leave the impression that all of the movers and shakers in the sports world reside in Bristol, Conn., which is the headquarters of ESPN and where Sports Center originates from.

Recently, Rock and Roll Hall of Famers Metallica got into the act, though. With the retiring of New York Yankees great Mariano Rivera, who entered each game at Yankee Stadium to the strains of "Enter Sandman," the gist of the spot is that Metallica has nothing to do now and are looking for a new athlete to record an entrance song for.

Of course, as with any production these days, the outtake reel -- or "bloopers," if you will -- aren't usually far behind.

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