Eurosport Player

Brief

Eurosport is a household name when it comes to televised sport. But the way sport is viewed was changing fast, from cable packages to on-demand apps. We were tasked with transforming the brand to a direct-to-consumer structure. To do so we needed to drive 1m paying subscribers to Eurosport's new OTT subscription service in just twelve months.

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Strategy

We set out to make Eurosport Player the 'Netflix of Sport'. We needed to find the unique appeal of each sport to capitalise on live peaks of interest around the biggest sporting moments. We served thousands of different sets of messaging and creative, with optimised media and CRM plans, to match the interests and behaviour of fans across football, tennis, cycling and many more. This included sporting fans across 21 markets in 14 languages throughout Europe. 

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Results

We hit our annual target of 1m new subscribers in just six months. We were able to capitalize on the biggest sporting events to drive engagement including:

Over 40,000 subscribers on the opening night of the Bundesliga season.

Over 45,000 subscribers brought onboard during the Australian Open.

Over 250,000 sign-ups during the Winter Olympics.