ESPN is launching its “Sports Forever” brand campaign during Game 1 of the NBA Finals on June 5th. This marks ESPN’s first major marketing push before its direct-to-consumer streaming service launch this fall. The 60-second advertisement cleverly blends historical footage with a modern feel.
The campaign starts with ESPN’s inaugural broadcast from September 7, 1979, featuring Lee Leonard's iconic line about viewers reaching "sports heaven." It then showcases four decades of memorable moments, culminating in a contemporary scene of a fan receiving an ESPN app notification. “‘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,” explained Jo Fox, ESPN SVP of marketing, in an interview on ESPN Frontrow. “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.”
Developed with Butler, Shine, Stern & Partners, the campaign includes appearances from prominent ESPN personalities like Adam Schefter, Pat McAfee, Malika Andrews, and Dick Vitale. The ad also features a nostalgic nod to the Hartford Whalers, an Easter egg for fans. This first phase focuses on emotional connection and brand heritage, with a second phase highlighting app features like fantasy sports and betting.
The ESPN streaming service will launch in early fall, priced at $29.99 monthly. It will include all seven of ESPN’s domestic linear networks, “ESPN on ABC,” and additional streaming content. Existing cable subscribers will retain access to many interactive features via the ESPN mobile app, indicating a strategy to avoid alienating traditional partners while building its direct-to-consumer business. Bundling options with Disney+ and Hulu will be available, including a promotional price of $29.99 monthly for all three services during the first year. Current ESPN+ subscribers will automatically transition to the new service.
The “Sports Forever” campaign will expand beyond the NBA Finals to digital platforms, social media, and out-of-home advertising. Industry analysts see ESPN's streaming launch as crucial to Disney’s long-term success. Executives consider this their most significant product launch in decades.