Sports media brand The Athletic’s sponsorship of BT Sport’s ‘Score’ soccer results programme is spearheaded by a series of idents which bring to life their football expertise by giving voices to a team of informed characters in the form of the players on The Athletic’s office table football game.
Debuting on BT Sport at the start of the Premier League in mid-August and running through the season, the idents were created by the Harbour Collective and celebrate the brand’s football knowledge, tactical analysis and insight.
Each ident scene features a pair of player protagonists – Paul and Mo – two players on opposite table football teams who share and discuss the latest football news: offering insight into the tactics and outcomes of the week’s key games.
Every episode of BT Sport’s ‘Score’ is introduced by the toy players who deliver their own unique brand of football analysis, statistics and banter about everything from training and team selection, to formations and goals.
The sponsorship activation kicked off on 14 August and will run until the end of the Premier League season in the form of a set of 12 idents – spanning 15-, 10- and 5-second spots – which were designed to allow for future spots to develop through the season.
“The Athletic is unrivalled football journalism. BT Sports Score is a programme that brings you all the latest action as it happens,” explained Harbour Creative Director Thibault Michael. “Put those together and you’ve got the perfect match to truly deliver football inside out for football fans in the UK.”
The Athletic’s UK Marketing Director Sinead Bunting added: “The Athletic is known for offering unrivalled football insight and in-depth knowledge & BT Sport Score is known for its expert panelists. These great synergies come together in this campaign for football fans all over the UK.”
The campaign was briefed in by The Athletic’s Marketing Director Sinead Bunting, Editor-In-Chief Alex Kay-Jelski and UK General Manager Aki Mandhar and created by a team at Harbour which was led by Creative Directors Yann-Gael Cobigo and Thibault Michal, Producers: Kate Blumer and Stacey Kell, Client Partner M-L Robinson, Strategy Partner Kev Chesters and Account Director Anna Coulter.
Comment:
The campaign is the latest sports marketing from Harbour for The Athletic and builds on previous initiatives such as its integrated Euro 2021 campaign and the brand’s first UK TV campaign ‘Every Source Has A Source’.
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