Bruce Jenner demanded ESPN Award in exchange for Diane Sawyers interview with 'Caitlyn'

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Representatives of transgender Bruce Jenner, now living as Caitlyn, reportedly negotiated the ESPYs award in exchange for PR plugs in Jenner's upcoming TV series and threatened to pull out of the 20/20 interview with Diane Sawyers.

ESPN has come under fire on social media for choosing Jenner for the Arthur Ashe Courage Award, with some claiming there were more worthy recipients.

One name that surfaced was the late Lauren Hill, the former Division III women's college basketball player. She raised $1.5 million for cancer research before succumbing to the disease.

Reports have emerged that Jenner's team approached ESPN with the idea that Bruce (now using the name Caitlyn) win the Arthur Ashe Courage Award just as details were being finalized for the 20/20 interview with Diane Sawyer on ABC.

ABC and ESPN are both owned by Disney, and ABC aired Wednesday's awards ceremony.

'It was a brilliant move because the executives at ESPN loved the idea, and immediately began making sure it got done,' a source familiar with the negotiations told RadarOnline.

The talks hit a stumbling block, and Jenner's agents were reportedly prepared to pull out of the interview with Sawyer.

'It was ironed out, and ABC owns one of the biggest stories of the year.'

The build up to Jenner accepting the award will be featured in his upcoming reality show, "I am Cait", generating a great deal of publicity for both ESPN and the awards.

However, there is some dispute as to the timeline of the negotiations.

The Sawyer interview took place in April, and ESPYs producer Maura Mandt has told Sports Illustrated that the final decision was not reached until May after consultation with the Ashe Foundation.