Eli Lilly & Co. has announced a sponsorship for ESPN’s Pat Summitt Reunion Special on March 29. The pharmaceutical company hopes this will support the event as well as its many commercials each year. The company is committed to supporting programing that features real-life examples of people overcoming specific medical challenges. The sponsorship aligns with the company's mission to create more accurate portrayations of people with medical conditions. The one-hour television special was filmed at Knoxville’�s historic Tennessee Theatre in December and features former Lady Vols stars Candace Parker, Nikki Fargas, and Andraya Carter alongside Dawn Staley, head coach of the South Carolina Gamecocks. Other companies have also used this strategy to reach consumers through TV commercials, which are often longer than other ads due to government regulations.