Sport: ESPN celebrates Premier League arrival

Campaign ESPN Channel Launch
Client ESPN
PR team tpf
Timescale June-August 2009
Budget £50,000

ESPN bought the rights to broadcast 46 live Barclays Premier League football matches for the 2009/10 season following the collapse of Setanta.

Objectives

• To raise awareness of the channel
• To generate subscriptions
• To drive tune-ins for live matches
• To increase ESPN's presence.

Strategy and plan

The PR team handled press queries following the announcement of the acquisition and issued 25 announcements and news items over ten weeks. Sponsorships were negotiated with key magazines. A high-profile media event was held at The Ivy in London where the Barclays Premier League trophy took pride of place. ESPN branded pies were delivered to all national newspapers and key London radio stations to encourage discussions about ESPN.

Measurement and evaluation

More than 600 articles appeared during the launch period and more than 50 'Pick of the Days' drawing attention to ESPN's opening game were recorded.

Results

In total half a million people tuned in to see ESPN's first live Premier League match. Average audiences increased by 23 per cent and 13 per cent for the first and second matches of the season respectively compared with last year.