The £100 million gamble that paid off

The £100 million

gamble that paid off

#shift2015

Graeme Adams

general manager, media

BT

Jon Wilson

managing partner

Maxus

Steve Hopkins

strategy partner

AMV BBDO

Case study:

The Creative

Challenge

The Creative Challenge

History wasn’t on our side

And a brand without relevant credentials…

CONTENT

The assets we’ve acquired

CONTEXT

The environment we’re creating from

which to deliver that content

Building Credibility

Credibility in sports broadcasting is

gained from people knowing you have

good content and that you will present

that content in a way that does justice to

the importance of it in their lives

The Insight

The Creative Territory

1992:

Sky acquire rights

to broadcast the

newly-formed

Premier League

1993:

First Premier league match

between Nottingham Forrest vs.

Liverpool broadcast on Sky

1998:

Manchester United

launched MUTV

(first channel

dedicated to

specific club in UK)

1999:

ITV acquire exclusive

rights to broadcast

Champions League

2002:

ITV and Sky share

rights for CL

coverage

2007:

Setanta broadcasts its

first live Premier

League match

2009:

BBC acquire

Championship and

Carling Cup broadcast

rights

EUFA Europa League

launched and

broadcast by Five, ITV

and ESPN

2009:

ESPN gain Premier

League rights

2010:

First match

broadcast in 3D

on Sky

2013:

Launch of BT Sport

BT Sport entered an evolving

and competitive category

Last day of the

12/13 Premier

League season

2013 FA Cup

Final2013

Champions

League

Final

13/14 Community

Shield

First day of the

13/14 Premier

League season

Our launch activity focused on key matchdays

Press ‘dominations’ underpinned our launch

We leveraged newsbrands’ editorial

influence across platforms

The launch utilised all ATL channels

On going national press activity supported

matchday fixtures

BT consumer division revenue