Discovery rebrands Eurosport

Discovery has unveiled a new brand identity for its sports channel Europsort.

The new identity, revealed on-air on 13 November was underpinned by the strapline ‘Fuel Your Passion’ and supported by the #sharemypassion social media campaign, which encourages fans to share stories about the extraordinary lengths they go to in order to demonstrate their love for their athlete, team or sport.

The revamped identity aims to propel further the  Eurosport brand while acknowledging the proud heritage of innovation and expertise that has been part of Eurosport’s DNA for more than 25 years.

Under Discovery, Eurosport has enjoyed a game-changing year with a landmark Olympic Games rights deal across Europe being part of a broader, long-term commitment to deliver memorable experiences and engage fans of all ages with the sports they love anywhere, anytime and on any device.

Antonio Ruiz, VP marketing & franchise management, Eurosport, explained that the  rebrand followed extensive multi-market research to understand the brand’s perception and enable the company to define its values.

Peter Hutton, chief executive officer, Eurosport said: “ oday’s launch of the new brand identity is another huge leap forward to make Eurosport the preferred destination for sports fans everywhere. Our new fan-centric strapline ‘Fuel Your Passion’ articulates what has been a transformative year for Eurosport.

“We have secured the premier rights for local sports fans in every market, allowing us to share unmissable live experiences from all four tennis grand slams, every major European football league, the biggest motorsports races, every major cycling race and, of course, we will be the home of the Olympic Games in Europe from 2018-2024.”

“Eurosport will now have a distinct personality and cutting edge visuals to energise and engage fans,” Ruiz added.