It was an ambitious task for BT to launch a sport channel, especially as we had 3 months from beginning to end. With access to the best football, rugby, tennis talent and more we shot 343 unique outdoor and print executions. Billboards were positioned around football and rugby stadiums in each four-week burst to coincide with the end and beginning of each season, to give context and credibility to the creative message for sports fans.


  • BT Sport has beaten ESPN average audience figures when comparing against both launch year and last season by an average of 71% (last year) and 99%% (launch year) per week respectively.
  • Visits to the advertised URL peaking at 1.25m during the campaign measurement period
  • Achieving 88% brand awareness figures (GFK) from a base of zero.