Introducing an archive sports channel to Europe with the premise ‘exclusively not live’. Welcome to Dead Good Sport.

Insight

• There was nothing rose-tinted about ESPN Classic
• Working with the brilliant team at Disney, we set out to give classic sport an irreverent twist

Idea

• Dead Good Sport
• Inspired by the truth that the content on the channel was 100% archive, we coined the phrase ‘Exclusively not live’
• All wrapped-up with an engaging, tongue-in-cheek tone

Identity

• A bold identity with bespoke retro typeface inspired by the ESPN logo to convey the classic nature of the channel

Implementation

• Brand naming & positioning
• Visual identity
• Go-to-market plan
• TV idents
• Advertising
• Collateral
• PR support

Impact

• Huge PR traction, seeing ESPN Classic rise to a top ten satellite and cable channel in name recognition