Sky Sports plots ESPN response

LONDON - Sky Sports is to run a brand campaign to reinforce its channel identity following US broadcaster ESPN's decision to begin showing UK sports.

ESPN, which picked up Setanta's rights to show Barclays Premier League matches after the latter's collapse, represents the biggest threat to date to Sky Sports' pre-eminence in sports broadcasting.

Sky has signed a deal to offer ESPN as part of its range of packages for residential and commercial customers. However, ESPN has said it is speaking to other pay-TV providers.

Sky Sports plans to roll out a campaign this autumn that will focus on promoting the
channel brand rather than individual games and events.

ESPN UK is set to launch on 3 August and will televise 46 Premier League matches this season. The channel will also show a range of international sports including a selection of premium US sports.

Earlier this month, ESPN, which is majority-owned by Disney, hired Wieden & Kennedy and Carat to handle its ad and media accounts.

 

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