ESPN's ambitious foray into the direct-to-consumer streaming market begins with the launch of its "Sports Forever" brand campaign. Debuting during Game 1 of the NBA Finals on June 5th, the 60-second spot is a nostalgic journey through ESPN's four decades on air, culminating in a modern appeal to today's fans. The campaign cleverly blends heritage storytelling with a forward-looking approach to attract a new generation of viewers.
“‘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,” said Jo Fox, ESPN SVP of marketing. This quote underscores ESPN's strategy to retain its loyal fanbase while embracing the changing media landscape.
The campaign, crafted with Butler, Shine, Stern & Partners, features familiar faces like Adam Schefter, Pat McAfee, Malika Andrews, and Dick Vitale. It also includes subtle nods to ESPN's history, such as Hartford Whalers memorabilia, adding a personal touch for long-time viewers. The "Sports Forever" campaign is a two-phased approach; the first phase, focused on emotional connection, is followed by a second phase that will highlight the app's features, such as fantasy sports and betting.
Launching in early fall at $29.99 per month, the ESPN streaming service will include all seven domestic linear networks, “ESPN on ABC,” and additional streaming content. Importantly, existing cable subscribers will keep access to interactive features via the mobile app, a strategic move to appease traditional partners. Bundling options with Disney+ and Hulu are also available, with a promotional rate of $29.99 for all three services during the first year. This thoughtful strategy indicates a strong effort to ease the transition and minimize disruption for viewers.
The “Sports Forever” campaign will extend beyond the NBA Finals to digital platforms and social media. ESPN views this as their most significant product launch in decades, highlighting the crucial role the streaming service plays in Disney’s long-term strategy.