Chesney has a music video that will debut on Aug 2 on Sportscenter for "The Boys of Fall", a football themed song. It appears that Chesney will be back on ESPN's College Gameday for 2010 and this song will be featured. Based on today's appearance, I'm guessing that for College Gameday there will be some college campus images (including Michigan) that get cut into the standard "The Boys of Fall" video for use on the show.
For more established artists, opportunities to write and record music on assignment can be even more lucrative, as illustrated by Kenny Chesney, who cut "This Is Our Time" to add musical punch to ESPN's "College GameDay" — whose opening theme, Big & Rich's "Coming to Your Town," packed a Country punch of its own.
Written by Chesney and Brett James, the song sprang from a dinner that Chesney had in Nashville with ESPN producer Bill Bonnell and sports broadcasters Kirk Herbstreit and Brent Musburger. "It was one of those moments of spontaneous inspiration," Chesney recalled. "We were talking about how much goes into getting on that field, what it means to those guys out there, and Bill Bonnell turns to me and says, 'You ought to write a song about it.' I asked for a cocktail napkin and started writing the verses and the chorus."
A few months later, after recording the song, Chesney stopped by the ESPN offices to let Bonnell hear it. The track was approved quickly for use in dozens of football broadcasts. "The song really captures not just the sacrifice and the full-tilt way these athletes play, but it draws a pretty incredible parallel to what it takes to make it as a musician too," Bonnell observed. "They're more similar than you'd guess — and equally intense."
FWIW, I'm not a country fan or a Chesney fan, but ESPN is clearly working that demographic for its college football coverage as evidenced by the Big and Rich and Chesney connections. I guess I'll endure it.