During Thursday’s Game 1 of the NBA Finals, we will debut “SPORTS FOREVER,” a new brand campaign that celebrates ESPN’s iconic legacy. With flashes from our origin story that is the basis of the company mission: To serve sports fans. Anytime. Anywhere. – the spot also teases the upcoming arrival of our direct-to-consumer offering.
We caught up with Jo Fox, SVP of Marketing, to share more about this new brand campaign during such an important time for ESPN.
What is the goal with this campaign? Who are you trying to reach?
“SPORTS FOREVER” is a campaign that emphasizes that being a fan is not just a momentary engagement but a lifelong journey, with ESPN connecting them to sports and sports fans across generations and over 40 years. With ESPN direct-to-consumer on the way, we’re looking to remind fans that ESPN has been and will continue to be with them throughout the journey, just with the option to do so in a new way.
What are you most proud of with this creative?
Outside of the little Easter egg of the New England Whalers pennant at the beginning of the creative…?! It probably has to be the inclusion of our talent and the way they are included. You have Pat McAfee standing on the College GameDay desk and Dick Vitale crowd surfing. At the end of the day, our talent and our employees are fans. ESPN is the home for fans, built by fans, focused solely on sports 24/7. That’s what makes this brand so special, and what makes ESPN a category of one compared to other competitors, and we wanted to showcase that.
Also, the iconic “DADADA, DADADA” toward the end of the spot resonates with me. That mnemonic is synonymous with ESPN, and we wanted to bring it back in this creative as a connective tissue from generation-to-generation.
A look in the future?
This is just the first beat of our marketing efforts around ESPN DTC. We will have more coming as we get closer to the fall, so stay tuned.
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