ESPN Debuts New TV Spot Ushering in Next Era of the Network as DTC Platform Launch Draws Near

The ad features milestone moments and memorable quotes from a lengthy history of sports broadcasting.

As we get closer to the launch of ESPN’s new branded direct-to-consumer platform, a new TV spot promises the next era in the network’s history while celebrating their linear legacy.

What’s Happening:

  • ​​Since 1979, ESPN has delivered sports to fans around the world. And now, ahead of the highly-touted launch of their new branded Direct-to-Consumer (DTC) service, a new promo channels their legendary history.
  • Titled “Sports Forever," the new campaign features an ad that is set to drop on television during Game 1 of the NBA Finals on ABC, tonight, June 5th.
  • The ad starts with a moment from the first ever SportsCenter broadcast on September 7th, 1979, with then-anchor Lee Leonard opening the show with, “If you’re a fan… what you’ll see in the next minutes, hours, and days to follow may convince you you’ve gone to sports heaven."
  • From there, we see various small groups of fans staring into the devices, as landmark and memorable sports moments play in a rapid-fire montage.
  • These moments are also interspersed with the iconic personalities of the ESPN brand and some of their classic catchphrases, including moments with Dick Vitale and Stuart Scott’s “Booyah!" among others.
  • The spot also showcases ESPN’s leadership in women’s sports, also interspersed with the cameos of ESPN personalities, like Adam Schefter, Pat McAfee, and Malika Andrews.
  • We finally close with a fan hearing a classic sound synonymous with the network and its banner program, SportsCenter, before we are promised to enter the Next Era in the network with the DTC service.
  • Check out the spot below.

What They’re Saying:

  • Tina Thornton, EVP, Creative Studio and Marketing: “ESPN has been at the center of sports culture for more than four decades – delivering the moments and emotions that connect generations of fans. As we gear up for this next era with our direct-to-consumer offering this fall, we can’t wait to deliver even more unforgettable moments, more heart and more ways to feel what it means to be a sports fan."

Some Memorable Marketing:

  • ESPN has had a history with memorable marketing and ad campaigns. In recent years, they have been continuing the popular "This is Sportscenter" ads airing on the network.
  • Thanks to the internet, we can get a full look at each of these memorable entries, and our own Mike Mack has gone through and revisited them, ranking his favorites. You can check out that list here.
  • Earlier this year, ESPN launched another new campaign where they teamed up with musician and media mogul Pharrell Williams, creating a message that emphasizes the NBA is more than just basketball, but rather a global entertainment powerhouse. Using dramatic film techniques, the campaign tapped into Pharrell’s charisma and style to amplify the excitement around the premiere games on the NBA calendar at that time.
  • This latest spot, “Sports Forever", marks the tease of the new ESPN-branded DTC platform, which will give fans more choice, flexibility and access to all of ESPN via an enhanced ESPN App.  
  • Previous announcements have revealed the plans will cost $29.99 per month for the unlimited package and $11.99/month for a select option. There will also be bundling opportunities for the ESPN unlimited plan with Disney+ and Hulu, including a special offer at launch for $29.99/month for the first 12 months.
  • The new platform will be available in the fall of this year.

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Tony Betti
Originally from California where he studied a dying artform (hand-drawn animation), Tony has spent most of his adult life in the theme parks of Orlando. When he’s not writing for LP, he’s usually watching and studying something animated or arguing about “the good ole’ days” at the parks.